Branding for Lime Tiger
Lime Tiger is a bold Southeast Asian restaurant concept located in the heart of Atlanta’s Ponce City Market. As part of the dynamic family of brands including Vietvana, Boom Boom Bao, and Uwu, Lime Tiger roars to life with an electrifying culinary experience inspired by the bustling street food scenes of Southeast Asia. Our studio led this project from the ground up—developing the brand strategy, crafting the name, shaping the visual identity, designing the menu, directing packaging, and collaborating on the interiors to create an unforgettable, transportive guest experience. Lime Tiger serves up an explosion of flavors and visual storytelling, blending the vibrant energy of Southeast Asian street markets with a modern, fast-casual edge that stops guests in their tracks.
2025
Year
BGP Group
Client
QSR - Quick Serve Restaurant, Southeast Asian
Client Type
Atlanta, Georgia
Location(s)
Brand Strategy, Brand Naming, Visual Identity Design, Verbal Identity, Interior Design, Apparel Design, Menu Design, Illustration
Services
Restaurant Brand insights
From the very start, we tapped into the heartbeat of Southeast Asia—taking cues from the lively street carts and night markets found throughout Cambodia, Thailand, Vietnam, and Laos. Our aim was to channel this electric atmosphere into every layer of the Lime Tiger brand, from its name and logo to its interiors and packaging. The brand identity is playful yet fierce, evoking the punchy, aromatic flavors of the region through bright, saturated colors, layered typography, and bold iconography that nods to market signage and traditional patterns.
We strategically designed the guest journey to feel like stepping into a curated alleyway of street vendors—alive with neon glows, sizzling woks, and the rhythmic buzz of communal dining. Every design decision—from the handheld menus to the custom takeout bags—intentionally reinforced the concept’s Southeast Asian soul, creating a seamless sensory adventure for both dine-in and takeaway guests.
Southeast Asian
Rustic
Approachable
Restaurant Visual Identity Design
Lime Tiger’s bold, kinetic identity captures the electric energy of Southeast Asian street markets while delivering a versatile visual system that thrives across every touchpoint. From storefront signage to social media and packaging, the branding evokes the sensory overload of street food stalls in Thailand, Cambodia, Vietnam, and Laos.
At the heart of the brand lies a core logo inspired by the bento box-style format of Lime Tiger’s menu, where modular compartments house unique, layered flavors. This grid-like composition allows the logo to flex and shift across applications—sometimes stacked, sometimes stretched—but always retaining its playful spirit and streetwise edge.
Throughout the identity, hand-drawn tigers, bold typography, and punchy colorways collide to create a system that feels both nostalgic and fresh—balancing traditional motifs with a modern, irreverent attitude. The result is an unmistakable visual voice that instantly transports guests into a bustling Southeast Asian street food adventure.
Restaurant MENU Design
The Lime Tiger menu design is a bold, tactile extension of the brand’s Southeast Asian street food roots. Drawing direct inspiration from the restaurant’s signature bento box-style offerings, the menu layout itself mimics the compartmentalization of these dishes—organized, approachable, and layered with flavor.
On the front, a rich palette of dark green, punchy orange, and warm yellow sets the stage, while modular sections neatly divide the menu into Vermicelli Bowls, Rice Bento Boxes, and sides. This grid-like structure makes browsing effortless, echoing the brand’s core identity system.
The reverse side of the menu features a playful, graphic pattern of illustrated bento boxes, overlaid with the Lime Tiger logo in a striking typographic treatment. This back design creates a memorable brand moment, turning every menu into a collectible piece of artwork.
Designed for high visibility and durability, the menu strikes the perfect balance between function and flair—merging Southeast Asian street market energy with a contemporary, design-forward aesthetic.
Restaurant packaging Design
Lime Tiger’s packaging design transforms every order into a vibrant, visual feast. Bold, high-contrast graphics inspired by Southeast Asian street culture wrap each piece of packaging, turning functional containers into eye-catching brand statements.
Every detail—from chopstick sleeves with playful usage instructions to custom-designed takeout boxes—celebrates the brand’s fiery personality. The signature tiger-eye motif prowls across the packaging, creating a cohesive visual language that connects the identity system to the dining experience.
Takeout bags and stickers feature modular layouts reminiscent of bento boxes, while reusable containers and drink cups are designed for both style and practicality. The packaging system is not only memorable but also rooted in functionality—stackable, durable, and optimized for the fast-paced, high-energy environment of Ponce City Market.
This packaging collection reinforces Lime Tiger’s mission: fresh, fast, crave-worthy Southeast Asian street food that’s impossible to ignore.
Restaurant uniform Design
Lime Tiger’s staff uniforms are as bold and unforgettable as the brand itself. Designed with a playful yet culturally rooted spirit, the custom T-shirts are printed in a vibrant orange hue, instantly drawing the eye and connecting to the brand’s energetic color palette.
Front and center, the logo anchors the design, while the back showcases a cheeky Southeast Asian cultural adage:
“Don’t let an angry man wash dishes. Don’t let a hungry man guard rice.”
This phrase, paired with a hand-illustrated character and street cart iconography, adds a layer of wit and authenticity, giving guests and staff alike a memorable connection to the concept’s street market origins.
More than just workwear, these uniforms double as conversation starters—amplifying Lime Tiger’s street food story while keeping the vibe fun, approachable, and unmistakably Southeast Asian.
Restaurant Interior Design
Lime Tiger’s interior design channels the raw energy of Southeast Asian street markets through bold color, unexpected materials, and playful graphics. Designed in collaboration with the architecture team at Office of Design, the space is a visual explosion of color and texture, carefully curated to evoke the feeling of bustling street-side food carts.
At the heart of the design is a dramatic feature wall built from stacked green milk crates, creating a playful, textural backdrop for the illuminated signage that showcases the restaurant’s ever-changing daily menu. Industrial columns are hand-painted in vivid orange and wrapped with custom graphics, blending utility with bold branding.
Every surface plays a role—from the bamboo-clad walls and vintage-inspired street signs to the hand-illustrated murals that blend cultural references with the brand’s cheeky tiger mascot. A custom-built cart facade featuring working bike wheels and vibrant green and orange panels draws inspiration from traditional Southeast Asian pushcarts, adding an interactive, kinetic energy to the ordering counter.
The result is a compact yet high-impact space that feels both transportive and unmistakably modern, reflecting Lime Tiger’s mission to deliver fast, fresh, and flavor-packed Southeast Asian street food.
Project Recap
Lime Tiger roared to life in June 2025, opening its doors in Atlanta’s iconic Ponce City Market with a vibrant brand identity and a bold design system that celebrates Southeast Asian street food culture. From the initial brand strategy through naming, logo development, visual identity, packaging, uniforms, signage, and space design, every detail was thoughtfully crafted to capture the energy of bustling street markets from Thailand, Vietnam, Cambodia, and Laos.
The core brand identity features a modular logo system inspired by bento box grids, layered with bright tropical colors and distinctive tiger motifs. Custom illustrations, playful typography, and a fiery orange-and-green palette run through everything—from the packaging and menus to the uniforms and murals—creating a unified, high-impact brand experience.
In collaboration with Office of Design, the interior architecture brings the street food story to life, with stacked milk crates, bike cart-inspired counters, and bold environmental graphics that transport diners straight to the streets of Southeast Asia.
Lime Tiger opened to immediate buzz, offering an ever-changing menu of fresh, fast, and crave-worthy dishes, and has quickly become a must-visit destination in Atlanta’s thriving food hall scene.
“Designing something that feels so deeply rooted in multiple cultures that are so different isn’t an easy ask, but Bullhearted did just that and we’re so excited for the look”