YUE is a Cantonese-style hotpot restaurant located in Beijing. This is the YUE’s first Cantonese hotpot restaurant in Beijing, we use the rare collection of "Shan Hai Jing" as the inspiration for the entire brand image, and the first "Magpie Mountain" in Nanshan Jing, to "Tang Ting Mountain" , "Cabi Mountain", "Qingqiu Mountain", "Deer Wu Mountain", "Lunzhe Mountain", "Nanyu Mountain" to the north, the concept runs through the visual design of the entire space, packaging, room naming and advertisement.
We try to present Cantonese culture in a more subtle and restrained way in the logo and layout. In Cantonese culture, 18 has the metaphor of “rich" (meaning to make a fortune). By adjusting the inclination angle of the marking and the typographic dividing line to 18°, the calligraphic signs and graphic symbols are further unified in vision. There are 18 volumes of Shanhaijing in ancient times, with the north and south as the boundary, the existing 18 degrees north latitude, crossing the world famous city is called the golden latitude. Eighteen has an auspicious meaning in Guangdong culture. It runs through the brand with an 18-degree boundary to create the most simple and powerful image identification of the brand.
This is a very successful catering brand project integrating Cantonese style and art. The project showcase the possibility of reinterpreting traditional Cantonese style culture. Through the artist's in-depth interpretation and reconstruction in artistic way, as well as the overall presentation of graphic design to space , providing a new look to a more traditional market like Cantonese seafood hotpot restaurants.