In 2016, EEPMON served as the creative branding consultant and designer for Queen’s Cafe, the heritage restaurant group based in Hong Kong and Beijing. Established in 1952, the company sought a modern brand element to engage a younger demographic while honouring its storied history.
In response, EEPMON conceptualized and developed “Miss Queen’s,” a dedicated icon mascot designed to serve as the central anchor for the brand’s visual identity. This character now leads all Queen’s Cafe branding initiatives, spanning retail environments, catering services, and exclusive merchandise, as well as digital presence through social media and original comic illustrations.
The branding for Queen’s Cafe and the creation of the Miss Queen’s mascot were featured in the book Mascots of Design, published by SendPoints. The publication highlights the project as a case study in effective character-driven branding and mascot design.
Over 100 illustrations were created for Queen’s Cafe.
Queen’s Cafe seasonal packaging and catering.
Queen’s Cafe stair design
Exterior Logo Signage (Beijing, China)
Queen’s Cafe was established in 1952 with locations throughout Hong Kong and one in Beijing.
Life size Miss Queen’s (Beijing, China)
