The story of MagicWok follows the American dream; with a Thai immigrant establishing a local business and realizing the potential for growth was bigger than he expected.  Beginning life as one of the first food-court restaurants in the USA, MagicWok soon grew to include a dozen regional stores. However, each was different in its look and lacked visual presence and brand cohesion.  


Company leaders recognized the need for a cohesive and impactful experience if the brand was to meet big growth expectations. The time had come to trust experts in the field of experiential design and brand development. In the emerging days of ‘Fast Causal’ the owners simply stated they wanted their experience to be “...young, fresh, healthy, and Asian...” and wanted it within the week. Through the design process, a vibrant and bold solution emerged. The iconic shapes and features now define a catalog of dozens of stand-alone, strip mall, and food-court stores in the U.S. and abroad. 


Revitalizing an aging brand

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