ShaXian Delicacies

2020

Branding, Logo design

The brief of this project was to redesign a brand identity for the food chain Chinese Delicacies ‘ShanXian’. The aim of this project was to immerse future culture into the visual language. Through the logo and promotional materials to increase the restaurant’s characteristics, meanwhile creating a unique catering atmosphere.

The poster design embraced an abstract, pared-down aesthetic centred in basic visual elements such as geometric forms and primary colours. The logo design has espoused a visual language consisting of precisely rendered geometric forms - straight lines, circles and primary colours.