ZHUANG YUAN LANG HOT POT TM
Branding
Year: 2023
Drawing upon user research, we have redefined the mid-to-premium New Chinese hotpot category, translating the imperial examination culture into contemporary contextualised design.
The “Zhuang Yuan Lang” logotype references master calligraphers’ Kaishu (regular script) from rare ancient texts; upon this foundation, employing modern design methodology of “deconstruction and reconstruction”, the Kaishu ornamentation is combined with Heiti (sans-serif) styling to embody the brand’s fusion of tradition and modernity.
Concurrently, we adopt the “vermillion annotation circle” from imperial examination champion scrolls, evoking the expression “ke quan ke dian” (worthy of praise and commendation), thus elevating the hotpot's cultural depth. Within this interplay of “worthy circles and worthy points”, the distinctive flavourful charm of “Zhuang Yuan Lang” is manifested.
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