When Fantasy Springs decided to create an authentic Asian eatery on the property and was the first of its kind in Indio, CA, iGraphix was tasked to develop a naming for this establishment. Furthermore, it would also need a Chinese name to resonate with the Chinese patrons. After extensive research on Global gaming industry’s Asian eateries’ names and many rounds of discussions, we decided naming it “JOY Asian Cuisine”. First of all, it is not only easy to remember the name, but also easily pronounced for all demographics. The name inspires happiness after visiting this dining establishment. More importantly, the name JOY is the same sound as the auspicious Chinese word (Choi), meaning Treasures. With the name JOY decided, we then named the establishment with a Chinese name of Chui Fook Lau, meaning House of Many Fooks (Fortunes).