XIAO Services GmbH
cyclos design GmbH
Art Direction · Brand & Digital Experience
Red Dot Award
Annual Multimedia Award
XIAO is a fast-growing Asian buffet restaurant concept in Germany that combines live-cooking stations, a wide culinary selection, and a modern dining atmosphere.
As the restaurant expanded, the brand and digital experience needed to evolve as well. Behind the façade of an "All you can eat" concept already lay the DNA of a premium brand. The unique fusion of culinary excellence and urban lifestyle provided the perfect foundation for a forward-looking brand presence.
The brand aimed to reach a broader and more lifestyle-oriented audience. The goal was to communicate XIAO not simply as a place to eat, but as a place to celebrate and enjoy life together with family and friends.
In Germany, the term “all-you-can-eat” often carries a negative connotation, associated with fast, cheap and low-quality dining. This perception did not reflect the actual concept behind XIAO.
XIAO is more than a buffet. It is a premium dining experience with live cooking, modern interiors and endless variety, made to be discovered together.
So, is it an "All you can eat"? No.
All you can taste. All you can share. All you can wow. ALL YOU CAN.
The idea was simple: translate the restaurant experience into a digital journey, letting visitors discover the food, atmosphere, locations and experience step by step.
Through visual storytelling and progressive discovery, the interface keeps information light while conveying three key qualities:
Variety: Hundreds of dish and ingredient combinations.
Experience: Live cooking, atmosphere and modern interiors.
Accessibility: A relaxed place where everyone can find something they like.
The new branding called for editorial photography capturing every dimension of XIAO. Across five shooting days, we photographed architecture, atmosphere, employees, food, events, and family and friends.
I developed the shooting plan and photographer briefing, with art direction shared across the team. I led the family and friends shoot, directing casting, composition and interactions to capture vibrant, spontaneous moments of connection. Here’s a glimpse behind the scenes.
Photography by Jan Northoff.
Since launching its new brand identity in 2023, XIAO has doubled its presence across North Rhine-Westphalia from seven to 14 restaurants, with plans to reach 18 locations by the end of 2027.
Alongside this growth, XIAO’s new brand identity won a Red Dot Award in 2025, and its website relaunch received the Annual Multimedia Gold in 2024.
