Pure Green Visual Identity

Pure Green Visual Identity

Pure Green Visual Identity is an innovative brand identity system that reimagines traditional hotpot dining through contemporary visual design, developed by designer Xinqi Liu and team in 2019. The design concept centers on a distinctive green color palette derived from fresh pepper hotpot, establishing a unique brand presence in a market traditionally dominated by red tones. This comprehensive visual identity system introduces an original IP mascot named Mobee, which cleverly incorporates positive circle and negative cross elements, while drawing inspiration from traditional mahjong symbolism to create a character that embodies independence, mystery, and vitality. The design philosophy masterfully balances traditional and modern elements, embracing the concept of Green Trend to appeal to younger demographics while maintaining cultural authenticity. Through meticulous attention to detail, the identity system spans across multiple touchpoints within a 256-square-meter space, effectively addressing the challenge of brand positioning and creating memorable consumer touchpoints. The project, which earned recognition with an Iron A' Design Award in the Graphics, Illustration and Visual Communication Design category, demonstrates exceptional prowess in bridging traditional cultural elements with contemporary design sensibilities, successfully creating a distinctive brand presence that resonates with modern consumers while honoring cultural heritage.

visual identity design, brand development, cultural fusion, contemporary Chinese design, restaurant branding, graphic innovation

— Adam Dawson

CITATION : "Adam Dawson. 'Pure Green Visual Identity.' Design+Encyclopedia. https://design-encyclopedia.com/define/pure-green-visual-identity?E=455764 (Accessed on October 14, 2026)"