Sucess Story: Qin Oriental Food

Brand Summary

Client: QIN Oriental Food

Since: December 2009

Location: Mexico - National

Sector: Food

Development: Brand strategy, digital brand settings, and website

FB: https://www.facebook.com/QinOrientalFood/

IG: https://www.instagram.com/qinorientalfood/

About Qin®

QIN Oriental Food is an oriental fast-food chain born in 2004 in Guadalajara, founded by Roberto and Christian, two recent graduates from Tec de Monterrey with a clear vision: to build a successful business without losing sight of their team’s well-being. From the start, QIN has combined oriental flavors with warm, accessible service, guided by values such as responsibility, empathy, and a service-oriented attitude. Today, it operates fifteen branches in the city’s main shopping centers, establishing itself as a beloved and constantly evolving brand.

Brand Objectives with Puntoasterisco®

QIN Oriental Food was in an early growth stage, aiming to break into the local market and build a strong brand that went beyond its culinary offerings. The project’s goals focused on strengthening its visual identity, connecting with a broad audience, and clearly differentiating itself within Guadalajara’s oriental food segment.

Puntoasterisco® partnered with QIN to develop a comprehensive strategy, including the creation of a unique graphic identity, point-of-sale artwork, merchandise, packaging, menu design, and physical space ambiance. The goal was clear: to create a relatable, professional brand with a strong personality, capable of growing consistently as its presence in the city expanded. This collaboration established the visual and strategic foundations that supported QIN’s transition from an emerging brand to a recognized and cherished chain known for its quality, warmth, and consistency.

Our Services

Graphic Identity and Brand Experience

From the outset, a key objective was to create a unique visual identity that set QIN apart from other oriental food restaurants in the city. We developed a fresh, friendly, professional, and warm image, accessible to all types of audiences.

- Redesign and decoration of branches in collaboration with their architectural team.

- Design of signage and interior ambiance.

- Branding for delivery packaging (napkins, trays, bags, and boxes).

- Vehicle branding for delivery units (vans and motorcycles).

- Uniforms for all operational areas: kitchen, counter, management, administration, and delivery.

Internal Communication

Recognizing the importance of the human team in the QIN experience, we developed an internal communication strategy for their staff, known as Qinners. We created materials such as process manuals, onboarding and training documents, internal corporate signage, and redesigned administrative office spaces.

Launch Strategies and Campaigns

Starting in 2015, we designed and implemented activation campaigns for new branches like Chapalita, Plaza Patria, and D’Lucca, generating excitement, brand positioning, and attracting new customers to each location.

In 2020, we began working with annual guiding concepts, establishing a cohesive creative direction that unifies the brand’s communication across social media, print media, internal materials, and launches throughout the year.

Website

In 2018, we completely redesigned QIN’s website, aligning it with its refreshed visual identity and focusing on an intuitive user experience. This platform received the Award of Excellence in the General Food and Beverage category at the 2018 Communicator Awards, recognized for its design and functionality.

In 2025, we launched the new website, maintaining brand communication and ensuring a reliable transition for its organic positioning.

The Results

The brand’s growth has been driven by a clear vision, a committed team, constant collaboration, and a relentless pursuit of delivering memorable experiences. The combination of a strong identity, meticulous execution, and consistent operations has positioned QIN not only as a benchmark for oriental food in Jalisco but also as a brand steadily expanding its presence.

The ingredients of QIN’s success are not as secret as their famous “orange chicken.” Their recipe combines a clear vision, trust in their team, ethical work, and a constant focus on the customer. They have chosen steady, sustainable growth over rapid expansion to never compromise quality. Brand identity and communication have been key in building bridges and delivering their promise to an ever-growing number of qinlovers. Through strategy and consistency, QIN transformed from an emerging brand into a true LoveMark, and at Puntoasterisco, we are proud to share in their success.

	Carlos de la Teja Dirección de Arte			Laura Maceira Estrategia Creativa
"It is always a pleasure and a privilege to work with QIN, a great team of people and professionals focused on the well-being of the company, its staff, its clients, and the environment around them. We have grown and learned a lot along the way."			"QIN is a brand that has experienced this growth, based on its consistency, decision-making always centered on its consumers, the QINLOVERS, whom they seek to surprise constantly, extending all the brand's benefits. Both its team and external suppliers, we are the QINNERS who hold the responsibility and love for building the brand, aligned with the deep values on which it is founded."

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