对于来自马来西亚沙巴的年轻业主来说，BOIBOI更是憧憬。Boiboi也是当地对小男孩的叫法。因为家族饮食生意的关系，业主也因此对食物充满着热情而且决定在上海以全新形象把马来西亚沙巴传统美食介绍给大家。

如何为传统带来新鲜感？关键是如何拥抱传统的力量。优势显而易见 – 大胆的色彩让我们想起了充满东南亚色彩的马来西亚街头，而利用纯文字做标示通常看起来很保守但却能清楚的说明我们买什么。以这些元素为基准，现代化的排版、文字设计与在家具与外墙设计上融入这些色彩，使品牌更与时并进，并吸引更广泛的受众。

BOIBOI is a very personal reminder for the young owner because Boiboi is also a typical calling of a male child in Malaysia. With his passion in food and his family business in the F&B industry for 20 years, the owner decided to introduce Sabah Malaysian street food culture and tradition to the audience in Shanghai with a new twist.

The key to bringing freshness into traditions is to embrace the power of such traditions. The advantage was obvious – bold colours remind us of the southeast-asian style that we see on the streets of Malaysia, a logotype can commonly seem conservative but makes it clear what it does. With these elements as baseline, a modernized layout, font and colour usage on furnitures and shop facade, allowed for a brand that is more up-to-date and appealing to a wider range of audience.