XIANG LA SPICY HOT POT 嚮辣和牛麻辣鍋

XIANG LA SPICY HOT POT 嚮辣和牛麻辣鍋
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嚮辣 XIANG LA 是王品集團所推出的和牛麻辣鍋品牌，主打東西融合的餐酒館風格，提供鍋物與調酒的選擇，讓饕客能肆意沉浸在復古時髦的氛圍。其品牌風格背景設定在「1930s-1940s」時期，是東西文化融合的經典代表年代之一；品牌標準字將髭文字的局部特色以現代設計的手法精簡刻畫，字形輪廓敦厚俐落，適度展現筆劃勾勒的力道，並在其中巧妙藏有「辣椒」之造型，此外將辣椒樹繪製成精緻圖標作為標誌的點綴，突顯品牌產品之元素；輔助圖形繪製該時期的代表人物，以復古典雅的手繪風格表現，並透過文字與圖像的排列組合，詮釋東西文化融合的獨特美學，表現豪邁卻又不失雅致的品牌精神。

XIANG LA is the Wagyu spicy hot pot brand created by Wowprime Corp. The type of the restaurant is a great fusion of East meets West, providing the choices of hot pots and cocktails and allowing the diners indulge in the retro and fashionable atmosphere. The brand style is featured with the 1930s -1940s of "The Bund, Shanghai", which is one of the classic periods of the collision and blend between East and West in culture. Brand's logotype adopts Japanese calligraphy "Zi" that partially features modern minimalist design with a clear and concise lines, adequately showing the power of strokes and cleverly concealing the "chilli" shape in the character. In addition, the chilli plant is illustrated into a delicate icon as the ornament of the logo, highlighting the essential element of the brand. A representative figures of 1930s-1940s of “the Bund, Shanghai” illustrated in the retro and elegant hand-painted style is the Key visual of the design. The combinations of characters and images interpret the unique aesthetics of the integration of eastern and western cultures and express the bold but elegant brand spirit.

Art Director - Midnight Design
Design - I Chan Su

Advertising Design - Hsuan Yu Hsu

Icon Design - Pin Xian Lu
Illustration - 重生看板屋
Photography - Mo Chien
Typeface - 文鼎字型
Client - 王品集團 wowprim