As an Asian American-owned firm, DAWN is especially excited to celebrate Lunar New Year. This Year of the Pig could mean that wealth and good fortune are on the way. Lunar New Year is a time for family and friends, celebration, red pocket money, and most importantly, good food.

That’s why this piece is dedicated to our partner Chef Chu’s, the Bay Area’s premier Chinese restaurant. You may have also heard of Crazy Rich Asians, which recently got two Golden Globe nominations and won Best Comedy at the Critics’ Choice Awards. The film is the first major studio film with an all-Asian cast in 25 years. Chef Chu’s is the family restaurant of Crazy Rich Asians’ director Jon Chu, and we couldn’t be prouder.

The restaurant is highly awarded and consistently ranked among the best Chinese restaurants in the country. The film’s director, Jon Chu, grew up in and out of his father’s establishment. Although Jon has made a name for himself in Hollywood, the restaurant’s fame precedes him. Chef Chu’s is no stranger to being in the limelight, entertaining guests like Serena Williams and Steve Jobs.

Chef Chu’s had selected DAWN to lead its rebranding efforts. Our rebranding goal: to uphold the same image that the Bay Area has come to know and love but with a fresh, new take.

DAWN revamped Chef Chu’s online presence, marrying the brand with a clean modern look and new user-friendly menu tools. The new website features a full dine-in menu, lunch specials, to-go menu, and wine and cocktail list. The new catering and banquet pages make it easier than ever for customers to get the info they need and contact the restaurant.

The web team provided responsive website coding and development of design via a completely customizable WordPress theme. We seamlessly integrated Chef Chu’s own copy, images, logos for clear and consistent branding. The site was made compatible with external software including Google Analytics.

DAWN carried over its branding services to a full menu and packaging redesign. Along with an aesthetic update, DAWN rebuilt Chef Chu’s menus to highlight signature dishes and cocktails, like their Beijing Duck or their famous Mai Tai. The new menus corresponded with the updated website, creating a cohesive brand and user experience from online search to order placement.


This comprehensive branding package was an important component in bringing Chef Chu’s brand up to speed. Their site was in need of a visual update to stay competitive with other restaurants and to reflect the needs of today’s diners who often browse menus and reviews online.

Happy Lunar New Year from DAWN!