Bai Long Store restaurant frontage Bai Long Store restaurant front mobile

The white dragon on Wakefield Street

Project Description

An experimental concept brought to life as a sister store to Gin Long Canteen in North Adelaide, Bai Long Store is perched on the corner of Wakefield and Hutt Street in Adelaide’s CBD and serves as a riddle to guests.

Project type



Adelaide, Australia


Brand Identity
Graphic Design
Type Design
Website Design


Studio Gram

Bai Long Store restaurant front light shadeBai Long Store menu cover 01
Bai Long Store menu front 02Bai Long Store menu front 03
Bai Long Store restaurant interiorBai Long Store restaurant interior
Bai Long Store restaurant interior

Bai Long translates to White Dragon - its name laying the foundation for the conceptual direction taken for the project. Rather than pursuing the idea of a white dragon literally, we proposed the notion of an invisible dragon and by extension, working to perceive the store as the dragon itself. Studio Gram translated the concept seamlessly, working it creatively through the store’s architecture and interior choices.

Bai Long Store menu cover
Bai Long Store symbol 02Bai Long Store symbol 03
Bai Long Store symbol 04

A custom set of Chinese Characters were designed and cut from acrylic with a sand-painted finish for the store's internal signage. The characters complement the logotype and share prompts with native-speaking guests who visit the space.

Bai Long Store signageBai Long Store bathroom
Bai Long Store symbols on exterior
Bai Long Store meal and menuBai Long Store meal and teaBai Long Store light up signage

Words from Bai Long Store

I was lucky enough to have worked with Quiet Mind on Bai Long Store. Their creativity, vision, and professional skill is still the best I've encountered in this industry.