Brews Lee Case — Beer Brand Development

A restaurant of authentic Asian cuisine with its own brewery — a new project by restaurateur Denis Ivanov.

A place where Asian gastronomy, brewing culture, and a warm atmosphere come together.

Challenge

To create an identity for an Asian restaurant with its own brewery — built on the intersection of two worlds: the flavors of Asia and the craft of brewing.

Solution

The identity brings together beer culture and Asian visual language, combining recognizable character with a lively, expressive tone. The name Brew’s Lee was created by the client. We were drawn to the wordplay — a reference to Bruce Lee — but “our Lee” became a different character: an Eastern master of brewing.

Brew’s Lee is a place for those who love authentic Asian cuisine and appreciate good beer. Cozy, flavorful, and atmospheric. The interior is filled with distinctive details — wood carvings, sculptural elements — a space where the East is felt not only on the plate, but in every surrounding detail.

The brewery is one of the key features of Brew’s Lee. The production process combines modern technology with tradition: multi-stage brewing is carried out using Russian equipment and carefully selected imported ingredients. This approach allows for unique beer varieties while preserving the authenticity of Asian recipes.

The visual concept is bold and memorable — blending beer symbolism with Asian motifs.

The main mark forms a central seal-like symbol, referencing a traditional element of Eastern culture. A beer mug is stylized as Mount Fuji, with foam shaped like a cloud against the silhouette of a bottle cap.

The typography is expressive and dynamic, inspired by Asian calligraphy.

The central mark became the foundation for a series of minimalist icons, each representing key dishes and menu categories.

The identity’s mascot is the charismatic Chef Lee, styled as a master of Eastern martial arts. He stands on a beer bottle cap as if on a tatami mat — an ironic detail that adds originality and humor to the image.

The color palette follows a retro aesthetic, built around warm red and deep jade tones. The primary background is a papyrus-like beige, while golden accents add a vintage feel.