2017 · SHENZHEN 深圳
VI 视觉系统 / SI 空间设计
QINGHUI RESTAURANT is a catering brand that focusing on Shunde cuisine. There was not a perfect visual identification system in the restaurant, and the dining space was hard to leave a great impression on customers let alone providing them with a great dining experience.
The targeted customers of QINGHUI RESTAURANT are families. We try to display the customers the characteristics of “True taste, Homely food, Superb techonique” in Shunde cuisine with a simple, relaxing and a particular brand image, and represents the idea that this restaurant can make you feel warm welcomed and home.
- The logo is made up of the initial “Q” from the pinyin of character “清”and word “Quality”, which means good quality and great cooking technique. In order to ensure brand continuity during the upgrade process, the logo retains and optimizes the original koi elements, making it a visual focus.
- The circle is clear to see in the logo means reunion while the koi means good luck, two elements are creatively combined together as a “Q”, which gives a relaxing effect and leaves an impression of Lingnan culture.
- The brand image uses pearl blue and dark grey as main colors, the overall design represents a simple and refreshing style.
- The spacing design is the expansion of the image tones. Pool, bonsai, partitions are set into the bright and warm restaurant to create a Lingnan style and you can have different scenes as you walking. Featuring a Lingnan and rustic style, customers could feel the warm, relaxing and positive ambience while having Shunde food, which makes Qinghui Restaurant different from similar restaurants and brings a refreshing dining experience to customers.