Shio was born at The Boathouse in Newquay as a contemporary street food experience immersed in Asian culture and coastal energy. The project defines a visual identity to bridge the gap between traditional influences and a modern, clean urban aesthetic. The goal was to balance the freshness of local produce with the vitality of oriental flavours, avoiding clichés and building a brand that feels authentic, distinctive and energetic.

Developed for a dynamic street food market, the new branding direction by Edoardo Maccari is rooted in accessibility: colours, shapes and icons reflect a warm, community-focused spirit. The result is a bold, welcoming identity that feels refined yet remains extremely vibrant and truly alive.

Accompanying the brand is the mascot: Shio the dragon that is inspired by the world of manga but reinterpreted through a Western lens. More than a simple decorative element, he is an active character who cooks and eats, transforming every touchpoint into a small act of storytelling that amplifies the venue’s personality and energy.