Pirata Group: Rise & Shine, Announcing our New Branding
Say `Ahoy!` to our first ever branding refresh in the eight years since we`ve been founded.
From humble beginnings in 2014, we continue to hold steadfast to our core values and passion for creating restaurants by the people, for the people, providing good food with good service, and good value for money.
Since launching our flagship Pirata, we`ve grown to 25 restaurants plus satellite kitchens, now welcoming 1.5 million guests annually, which makes us not only one of most diversified F&B organisations but also one of the most visited in our home city, Hong Kong.
While our old typography-based logo worked well in introducing us to the dining populace, as an organisation our footprint has expanded in ways we could never have imagined.
Our new logo transitions our identity into iconography, capturing our commitment to the three groups of people in our care: The 500+ Pirates from 30 nationalities speaking more than 25 languages who work in our restaurants and support offices; the experience-seeking guests we welcome into our properties every day; and our business partners.
Our crystallised tagline UNCONDITIONAL HOSPITALITY encircles the pirate ship, conveying our unwavering pledge to our community as we forge toward innovation and expansion. Together, we can go further.
Finally, the Pirata Group typeface has also been updated to reflect a bolder and more retro-vintage attitude, reinforcing our dedication to artisanal craftsmanship of food, service, and communications.
Welcome to the same Pirata Group you know and love, on a brand new adventure.