Yic Barbecue Market Visual Identity

Yic Barbecue Market Visual Identity is an innovative branding and visual communication design project that reimagines the traditional barbecue dining experience through a sophisticated blend of cosmic themes and contemporary design elements. Created in 2018, this comprehensive visual identity system employs a distinctive universe-inspired aesthetic, utilizing circular motifs such as stars and celestial bodies to establish a unique barbecue planet concept. The design's strategic use of light orange and blue-green color palettes creates a fresh, fashionable atmosphere that particularly resonates with female consumers, while maintaining broad appeal. At its core, the identity features an original mascot character - the Zila beast, a charming carnivorous creature that serves as the brand's primary ambassador, effectively bridging the gap between traditional barbecue culture and modern dining expectations. The project's scope encompasses a complete brand ecosystem, including spatial design across 280 square meters, incorporating immersive planetary themes and aerospace elements that create a cohesive experiential environment. The identity system is particularly notable for its innovative approach to sensory branding, beginning with the auditory experience of barbecuing - the distinctive Zila sound - which became a cornerstone of the brand's verbal identity and copywriting system. This Bronze A' Design Award-winning project demonstrates exceptional achievement in creating a differentiated market position through the strategic integration of IP development, spatial design, and visual communication, effectively transforming a conventional barbecue establishment into a contemporary dining destination that combines culinary excellence with emotional engagement.

Author: Adam Dawson

Keywords: visual identity design, restaurant branding, cosmic theme, experiential dining, sensory branding, contemporary gastronomy

SOURCES:
https://competition.adesignaward.com/100459

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