Iron Graphics, Illustration and Visual Communication Design · 2020

Yau Sik San Branding Design

by 1983Asia

A' Design Award 2020 Iron Winner in Graphics, Illustration and Visual Communication Design
Awarded April 15, 2020
CLIENT: 1983Asia
Estimated Number of Design Views: 15,760
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About Yau Sik San Branding Design

Yau Sik San is a branding design created for a Guangdong cuisine food brand. The identity is built around the God of Cookery, a figure from ancient Chinese belief linked with clothing, food, luck and longevity. Chinese calligraphy is used for the brand name to express the regional character of Guangdong. Traditional color combinations support the visual image. The packaging is produced with specialty paper printing, UV, embroidery, reactive printing and hot stamping. The aim is to present the quality of the food through a cultural story.

Press Kit

Unique Properties: This branding design project based on a great ambition which is to bring essence of Guangdong cuisines to each diner. 1983ASIA developed God of Cookery from ancient Chinese spirit, which is packed with clothing food, luck and longevity. Also, 1983ASIA designed Yau sik san by using Chinese calligraphy to express the regional feature. The most unique point in the project is the characters were based on Guangdong regional culture.
Dimensions & Packaging: Specialty paper printing, UV, embroidery, reactive printing and hot stamping
Tags: Package design, food, traditional culture, Asian design
Production Technology: 1983ASIA abstracted the image of God of Cookery from story and combined with Chinese calligraphy. The combination of the Chinese food culture with visual image to impress people, and changed the good flavor slogan into a meaningful story. 1983ASIA designed this project through softwares such as AI and PS, and print by using specialty paper to express the idea.
Design Challenge: God of cookery is a virtual role but known by most of people, therefore the challenge was design a visual image of God of cookery and make people understand the image.
Project Duration: When most people think about the food brand, they will try to impress people from the taste perspective or material quality. However, Tsai Lan serve as Yau sik san food supervisor, which help us find a new perspective to transform the ideas to people. We connected God of cookery and Professional cook of Guangdong Food to complement each other, which make people feel trust in this brand.
Operation Flow: This project has religious insight to impress people, which is a new perspective to express the quality of product. Many people believe Polytheism in Asia, therefore the image of God of cookery with traditional color combination bring the information to people.
Research: Chinese traditional culture
Inspiration: Chinese ancient spirit God of Cookery are the inspiration source for our design this time. Also, the brand invite Mr. Tsai Lan, as known as God of Cookery in this generation, to serve as food supervisor. This can be said to complement each other and highlight the charm of food culture.
Image Credits: 1983ASIA
Patents: 1983ASIA