• Brand Identity, Packaging Design, Poster Design, Logo Design

  • Adobe Illustrator, Adobe Photoshop, Adobe Lightroom

“GAOXIA”

Crayfish Restaurant

Spicy crayfish is a representative of roadside Chinese folk snacks. It is neither as profound as other refined Chinese cuisines nor as organized as Western cuisines. Still, it symbolizes the characteristics of Chinese food culture, which is conveying emotions with food and sharing. As a popular food among Chinese youth, it is flaunting, spicy, and passionate. Its unique eating manner breaks the isolation and indifference among people in the era of mobile phones. Meanwhile, this popular food appears disordered and scattered, lacking branding. Therefore, by branding roadside food, it is more recognizable. Most importantly, showing the world the characteristics of Chinese food culture.

Inspiration

In the long history of human civilization, food is not only food, but also a combination of geography, history and culture. As the saying goes: “rice in East Asian culture, bread in Western culture, and corn in Native American culture—all of these food have connotations beyond survival”. I grew up in Wuhan, Hubei Province, China. Here is a special carrier of Chinese food culture—spicy crayfish. It is the representative of "food stalls and night market culture" and a carrier of a free food culture to help us release pressure. When people enjoy eating spicy crayfish, there are no rules or gap between rich and poor. Food stalls show the most important characteristic of Chinese food—expressing emotions through food—to the world in a unique way.

GAOXIA Red

#:b51a1e

CMYK : 36, 100, 100, 2

RGB: 181, 26, 30

GAOXIA Black

#:000000

CMYK : 93, 88, 89, 80

RGB: 0, 0, 0

GAOXIA White

#:ffffff

CMYK : 0,0,0,0

RGB: 255, 255, 255

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"PHARMACY" _ Brand Identity, Packaging Design

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