Lord Qu Visual Identity

Lord Qu Visual Identity is an innovative brand identity system that reimagines traditional Chinese snack culture through contemporary design language, created by designer Siyu Xu and team in 2018. The comprehensive visual identity system centers around a distinctive mascot character inspired by Confucius, cleverly incorporating cultural elements such as the traditional chignon reimagined as a steamed bun, and integrating classical Chinese motifs including flying dragons, temple architecture, and decorative clouds through linear cartoon illustrations. This sophisticated design approach successfully bridges traditional Chinese cultural heritage with modern aesthetic sensibilities, particularly appealing to younger consumers while maintaining cultural authenticity. The identity system features a strategic visual hammer in the form of a pig nose symbol, which extends throughout the brand touchpoints, from custom tableware to interior design elements, creating a cohesive and memorable brand experience. The project demonstrates exceptional innovation in its approach to category differentiation, particularly in the competitive breakfast food segment, where it elevates the humble steamed bun to a premium brand position. The design's cultural sensitivity and commercial effectiveness were recognized with a Bronze A' Design Award in the Graphics, Illustration and Visual Communication Design category, acknowledging its success in combining traditional cultural elements with contemporary design principles to create a distinctive and engaging brand identity that resonates with modern consumers while preserving Chinese culinary heritage.

Author: Adam Dawson

Keywords: visual identity design, Chinese cultural branding, restaurant branding, mascot design, contemporary Asian design, brand system

SOURCES:
https://competition.adesignaward.com/100477

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