Redouble Fish Branding is an innovative visual identity system that masterfully combines Chinese traditional art with contemporary cultural elements, created by designers Gino Chen and Congee Huang. This sophisticated branding project, which earned the Silver A' Design Award in Graphics, Illustration and Visual Communication Design category, exemplifies the harmonious fusion of cultural heritage and modern design sensibilities. The brand identity's foundation rests on a thoughtfully constructed naming strategy that incorporates meaningful Chinese cultural elements: 'Red' symbolizing traditional festivity and peace, 'Double' representing the auspicious pairing in Chinese culture, and 'Fish' directly connecting to the culinary category. The visual language employs a strategic color palette dominated by cinnabar red and stone green, creating a dynamic interplay between warm and cool tones that embodies both traditional Chinese aesthetics and contemporary design principles. This comprehensive branding system demonstrates exceptional attention to synesthetic experiences, allowing consumers to engage with both tangible products and intangible cultural elements through its design elements. The project, developed between December 2017 and August 2018, represents a significant achievement in commercial aesthetics, particularly in the food and beverage sector, where it successfully transforms traditional Chinese cultural elements into a modern, universally appealing brand identity. The design's innovative approach to cultural integration and its ability to create meaningful connections between traditional values and contemporary consumer experiences has been recognized through its Silver A' Design Award, acknowledging its contribution to advancing the field of visual communication design.
branding design, Chinese cultural fusion, visual identity system, restaurant branding, traditional aesthetics, contemporary design integration
CITATION : "Adam Dawson. 'Redouble Fish Branding.' Design+Encyclopedia. https://design-encyclopedia.com/?E=439279 (Accessed on July 03, 2025)"
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