Jiawei Wu · CLIENT: Jiawei Wu Design
Avant is a fine dining restaurant located in China. The branding concept utilizes the owners' overseas experience to offer customers unique memories that they have gone on a journey. Starting with a menu which is designed to resemble as a passport. After each meal, customers will get a customized ticket that is designed according to a specific inspiration behind each dish and memories from the cities. This dining experience gets very popular when traveling was halted due to the Covid pandemic
Press Kit
- Unique Properties
- The branding concept utilizes the owners' overseas experience to offer diners unique memories that they have gone on a journey, starting with the menu which is designed to resemble a passport. After the meal, customers are given a customized ticket that was designed based on the inspiration behind the dish and a memory from the city. The branding project for Avant gained the love of customers during the COVID-19 pandemic when traveling was halted.
- Dimensions & Packaging
- The product's design used a vector graphics editor. As a vector graphic, it can be scaled up and down without any loss to the quality of the image. The branding items’ final design were submitted in both RGB and CMYK color variants for printing and social media marketing.
- Tags
- Brand Identity, Logo, Visual Identity, Art Direction, Food, Restaurant, Fine-dining,
- Production Technology
- All the graphics were made in Adobe Illustrator to remain the vector quality. Final designs were delivered in RGB, CMYK, and Pantone colors in order to keep the brand color appearance consistent throughout all media.
- Design Challenge
- A market oversaturated with restaurants were the main challenges for Avant. The design needs to bring an innovative experience of novel cuisine that has to express storytelling, innovation, and connection to end customers and create an emotional bonding.
- Project Duration
- The project started in July 2020 in China and finished in March 2021.
- Operation Flow
- Avant restaurant is a fine-dining restaurant located in Shenzhen, China and has become famous locally and throughout the country. It offers a creative and seasonal menu for people. Different layout templates and content banners were also created by combining the seasonal ingredients of the customer's destination. Upon the completion of the meal, customers are given a customized ticket that was designed based on the inspirations behind the dishes and memories from the city.
- Research
- The objective starts from brand experience, brand personality and character definition, target audience. Avant is an elegant, modern and creative friend. Thorough research of the avant history and cuisine made process is conducted before concept development. Compared to other graphic design projects, I conducted way more user interviews and workshops on Avant Branding Design due to its genuine quality of heavy user/customer interaction.
- Inspiration
- The owners of the Avant are two young Chinese chefs who had the global experience of studying and living in different countries. The restaurant combines techniques from various regions of the world with local ingredients and traditional Chinese cuisine. From the moment they step into Avant to their departure, customers are immersed in a delightful journey through the modern and elegant branding identity modeled after the owners' journeys.
- Image Credits
- Jiawei Wu_Designer
Guanzhong Qiu_Photographer - Patents
- Copyright belong to Jiawei Wu,2022
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