Lao Huotang Vizualni identitet brenda – dizajner Bi Cheng Zhong

Dizajn Lao Huotang Vizualni identitet brenda čiji je autor Bi Cheng Zhong iznimno je cijenjeni dobitnik prestižne nagrade 2026 Brončana nagrada A' Design Award u natjecateljskoj kategoriji Dizajn Grafike, Ilustracije i Vizualne Komunikacije.

BroncaGrafika· 2026

Lao Huotang Vizualni identitet brenda

autor/ica Bi Cheng Zhong

Dobitnik nagrade Brončana nagrada A' Design Award u kategoriji Grafika

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Dizajn

O dizajnu Lao Huotang Vizualni identitet brenda

Lao Huo Tang je vizualni identitet brenda za restoran hot pot kuhinje na Tajvanu. Logotip prikazuje lonac od lijevanog željeza koji drži jedna ruka, s uzdižućom linijom pare koja sugerira lagano krčkanje. Kineski znakovi iscrtani su potezima kista u obliku plamena i upareni s modernom tipografijom. Paleta boja slaže kipuću crvenu, narančastocrvenu, ciglastocrvenu i topli bež, vodeći pogled od štednjaka do stola. Bijela boja koristi se za logotip i natpise radi bolje čitljivosti. Identitet se primjenjuje na signalizaciju, jelovnike, posjetnice i tiskane materijale.

Priznanje

O nagradi Brončana nagrada A' Design Award

Lao Huotang Vizualni identitet brenda je pobjednik Brončane nagrade A' Design Award, visoko prestižnog priznanja koje se dodjeljuje izvanrednim dizajnima što se odlikuju kreativnošću, domišljatošću i oštroumnošću. Brončani pobjednici izdašno su vješti i upečatljivo kreativni artefakti koji potvrđuju golemo iskustvo, maštu i snalažljivost svojih dizajnera. Očekuje se da Lao Huotang Vizualni identitet brenda bude visoko cijenjen, voljen i njegovan predmet koji je izuzetno profesionalan i inovativan. Ovaj dizajn koji je osvojio Brončanu nagradu A' Design Award uključuje najbolje prakse u umjetnosti, znanosti, dizajnu i tehnologiji i izvrstan je zbog pažnje posvećene detaljima. Lao Huotang Vizualni identitet brenda sjajno zadovoljava potrebe, dotiče želje, očarava osjećaje i privlači znatiželju.

Iza dizajna

Komplet za medije

Zasluge, članovi tima i tehnički detalji koje je dostavio dizajner.

Jedinstvena svojstva: The logo shows a cast iron pot held by a single hand, symbolizing the artisan's careful control and devotion to slow-cooked broth. Steam rising from the lid evokes simmering charm. The Chinese characters of 'Lao Huo Tang' feature brushstroke flames, reflecting the stove's flicker, paired with modern typography for professionalism and approachability. This cohesive identity spans signage, menus, business cards, and DM materials.
Dimenzije i pakiranje: The project required rebuilding brand identity and spatial perception on an existing operational base. Visual design had to adapt to limitations such as signage not extending to the second floor. Instead, the designer enhanced visibility with strategic color use and lightbox signage. Brand elements were incorporated into placemats, soup ladles, and sauce dishes-transforming every detail into a statement of culinary discernment.
Oznake: Hot pot, Cantonese soup, cast iron pot, flame, warm color palette, rebranding
Proizvodna tehnologija: The visual palette centers on red (C34M100Y100K0), representing boiling broth and the passion of craftsmanship. It is complemented by saturated orange-red (C0M73Y92K0), brick red (C34M54Y80K0), and warm beige (C5M32Y18K0), forming a gradient from fire to table. White is used in the logo and typography to enhance clarity and modernity. Applications on red backgrounds, menu covers, and digital media enhance recognizability. Materials include matte foil stamping and spot UV finish, aligning with the brand's 'refined within affordability' philosophy.
Dizajnerski izazov: The main challenge was the site's physical limits and repositioning the brand. With a low storefront ceiling, vertical signage was impossible, so recognizability relied on a vivid red lightbox and precise color system. Simultaneously, the design needed to convey the artisanal, slow-simmered identity within a space historically perceived as a budget hot pot chain, elevating the brand without expanding its physical footprint.
Istraživanje: The redesign transforms hot pot dining perception by making flavor layering visually expressive, centering the identity on the cast iron pot and artisan hand. Swirling steam evokes slow simmering, while flame-inspired typography animates 'LAO HUO TaNG.' A palette of boiling red, brick, and warm beige evokes heat from stove to table. The refreshed identity feels 'adorable yet professional,' boosting recognition, social sharing, and establishing a new classic within Taiwanese hot pot culture.
Inspiracija: In Taiwan's competitive hot pot market, Lao Huo Tang emphasizes 'broth as the protagonist,' rooted in Hong Kong and Macau Cantonese soup traditions. The brand revamp challenges low-cost hot pot stereotypes, highlighting the sincerity of slow cooking. The designer crafted a visual identity that conveys depth and layered flavor, blending tradition with innovation to establish a distinctive, atmospheric presence within Taiwan's hot pot industry.
Trajanje projekta: The project finished in July 2021 in Taiwan.
Tijek rada: Following its launch, the brand's refreshed look drew attention from both loyal and new customers. The design was praised as 'adorable yet professional,' memorable, and full of sincerity. Customers noted that every detail-from the red visual theme to the white logo-reflected thoughtful design. The owner shared that many guests photographed and shared the restaurant on social media, commenting that it 'understands both soup and design.' The result: affordable, yet anything but ordinary-truly classic.'
Članovi tima: BI-CHENG ZHONG
Zasluge za fotografije: Amazing Design