OPEN SESAME TO FOOD ENTREPRENEURSHIP

At-Sunrice

For over 20 years, At-Sunrice Global Chef Academy has been the leading culinary arts academy in Asia, and now it is a hub for cross-disciplinary, food entrepreneurship through a new brand created by Activiste.

  • SCOPE
  • STRATEGY
  • DESIGN
  • INDUSTRY
  • EDUCATION
  • HEALTH+WELLNESS
  • LIFESTYLE

CHALLENGE

After 15 years nurturing Asia’s vibrant F&B scene, At-Sunrice saw an opportunity to introduce a cross disciplinary start-up lab for entrepreneurs. More than offering a culinary diploma, it is also an incubation hub to test, and develop new business concepts, and to commercialise the best ones.

SOLUTION

Activiste worked closely with the founder of At-Sunrice, Ms Kwan Lui, to develop a brand name that evokes the bursting energy and ideas emanating from Asia. 

As the “seed of an idea”, sesame was a perfect fit – it not only has health-giving properties, but is also used widely in Chinese and Japanese cuisine, and found in many Middle-Eastern, Greek and other world cuisines! Combining the seed with the phrase from Aladdin’s cave, “Open Sesame” evokes the magic and wonder of food innovation that will feed the future in many different ways.

The brand identity and visual system encompass icons which highlight Open Sesame’s concepts of Business Germination, Cross-Pollination and Seed Funding that is offered through its incubator, accelerator and commercialisation initiatives.

IMPACT

Launched in June 2018 with Guest of Honour, Professor Hervé THIS, (an internationally renowned chemist, a bestselling cookbook author, who holds a doctorate in molecular gastronomy), Open Sesame is well on its way to establish itself as an innovative new entrepreneurship platform to incubate and transform food business concepts into sustainable and commercial enterprises.