YAU SIK SAN 有食神

有食神 1983ASIA Asia Design China Design Branding design Shen Zhen

YAU SIK SAN 有食神

“You’ve got the God of Cookery” is a slang of Cantonese, which means someone is a lucky gourmet with a great feast. The brand's noble ambition is to bring the essence of Guangdong cuisines to each diner, to make friends by sharing delicacies and to create a brand-new lifestyle entitled with food culture of Guangdong Province.

As an old Chinese saying goes, “An all-seeing eye is always watching you.” The oriental astrology reads that the God of Cookery is one of the terminologies in Chinese numerology, which is packed with clothing, food, luck, and longevity. The God of Cookery, just like Azure Dragon, White Tiger, Vermilion Bird, and Black Tortoise — the four Chinese spirits in history, was derived from mortals’ worship towards the god of constellations. Embraced with mild disposition, exquisite behavior and elegant spirit, the God of Cookery, as a lucky gourmet, is good at cooking and is optimistic on the way of chasing happiness and joviality in life. Leisurely and self-sufficiently, it enjoys every second. In a word, after seeing all ways of the globe, it goes back to the secular origin with a hidden heart, naturally and maturely.

1983ASIA hopes that visual experience of the brand can demonstrate characteristics of Guangdong cuisines systematically, which can help to research and classify the Guangdong culture logically. As you may know, the name of Guangdong, or simply “Yue” for short, was evolved from the East Lingnan Road and East Guangnan Road. Since the Qin Dynasty, Guangdong has attracted immigrants from the central plains areas, whose cultural background is profound, so it is viewed as one of the birthplaces of Chinese civilization. Besides, thanks to its location at the shipping hub in the South China Sea, Guangdong has become the earliest birthplace of the Silk Road at sea. Through oceans, it communicates and exchanges thoughts with the globe. Gradually, it has integrated into the formation of three major ethnic groups — Guangfu, Hakkas, and Chaoshan, becoming a unique cultural system of Lingnan. We would like to incorporate these contents into the brand design, creating a jubilant and lively visual system. In addition, the brand is also lucky to invite Mr. Tsai Lan, one of the four talents in Hong Kong, to serve as food supervisor, which can be said to complement each other and highlight the charm of food culture.

With a grateful heart of the food and the universe and a fine tradition of the national culture, we are waiting for you sincerely, exchanging great cuisines of Guangdong with your friendly appreciation.

“有食神”来自广东俚语，意为有口福之意。品牌的宏愿是将粤食精粹带给每一位食客，以食会友，塑造全新的广东“食”文化生活风尚。

正所谓举头三尺有神灵。在东方星宿学中，食神是八字十神之一，代表着人的衣禄，吃、穿，有寿星、福星的意思。就像中国古代的天之四灵（青龙、白虎、朱雀、玄武）一样，源自于古人对星宿神格的崇拜。食神，心性温和，精细洒脱，气质高雅，有口福善于煮饭烧菜，怀抱乐观心态，追求愉悦而幸福的生活乐趣，享受每时每刻的生活时光，悠游自足。有着尝遍人间烟火，又回到人间烟火，隐心不隐身，潇洒自在通透的达观。

1983ASIA希望品牌视觉系统能更全面的展示广东饮食文化的特质，因此对广东文化作了系统性的研究与分类。广东，名由岭南东道、广南东路演变而来，简称“粤”。广东自秦朝开始就有中原移民不断迁入，其文化底蕴深厚，是中华文明的发源地之一，又因为地处南海航运枢纽位置，成为海上丝绸之路最早发源地，通过海洋与世界各地沟通交流，并逐渐融合渗透形成广府、客家、潮汕三大民系，成为独特的岭南文化体系。我们将这些内容融入到品牌设计中，塑造欢腾、热闹的视觉系统。此外，品牌更有幸邀请到有着现代食神之称、香港四大才子之一的蔡澜先生担任食品监制，可以说相得益彰，彰显饮食文化魅力。

一份对食物，万物，天地感恩的心，一份优良的民族传统，以食会友博采众长。

CATEGORY：BRANDING DESIGN 品牌設計

AGENCY：1983ASIA

DESIGN DIRECTOR：SUSU & YAO 苏素 & 杨松耀

EDITOR：WANG YA QIAN 汪雅倩

DESIGN：SUSU, YAO, FANG YU QING, JEMAY HO, ZHOU XIAO JIE, HE JING, LI HONG YU 苏素, 杨松耀, 方雨晴, 侯杰妹, 周晓洁, 贺静, 李鸿宇

YEAR：2018

COUNTRY：CHINA, ZHAN JIANG 中国, 湛江