Meet Rebrand Branding
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Meet Rebrand Branding
Meet Rebrand Branding is an innovative visual identity system and art direction project developed for a Korean barbecue restaurant targeting young consumers, created by designers Mengchao Wu, Hao Li, and Sijia Zhang. This comprehensive branding solution uniquely translates the physical experience of Korean barbecue into a sophisticated geometric visual language, where different meat cuts are represented through distinct geometric shapes - circular forms for beef tongue, rounded rectangles for pork neck, and cylindrical representations for beef rolls. The design system ingeniously incorporates grids as a fundamental graphical element to symbolize grilling surfaces, creating an unexpected yet conceptually coherent visual narrative. The project encompasses a wide range of applications including business cards (88.9mm by 50.8mm), punch cards (20mm by 260mm), menus (215.9mm by 289.56mm), and various promotional materials, all unified through a consistent design language that emphasizes the restaurant's commitment to premium ingredients and authentic dining experiences. The project, executed in New York City and Shanghai over three months, demonstrates exceptional creativity in transforming culinary experiences into visual elements, earning recognition with a Silver A' Design Award in the Graphics, Illustration and Visual Communication Design category for its innovative approach to gastronomy-focused brand identity design, technical excellence, and strategic implementation.
branding design, visual identity system, geometric patterns, restaurant branding, Korean barbecue, culinary design
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