Meet Rebrand: A Unique Fusion of BBQ and Geometry

Designers Mengchao Wu, Hao Li, and Sijia Zhang Create a Vivid Visual Identity for a Korean Barbecue Restaurant

The designers drew inspiration from the natural geometries of meats on a grill. Beef tongue became a circle, pork neck a rounded rectangle, and beef rolls a cylinder. This concept led to the creation of a visual identity that connects different meats, seafood, and vegetables with specified geometries. The result is a series of shape combinations and patterns that add a playful and hot final touch to the brand.

Meet targets a young demographic, and the design team was commissioned to create an art direction and visual identity that would express the brand's vivid image and promote its various meats. The design's unique properties lie in its ability to convey the strong emotional and physical feelings associated with barbecue through a consistent but flexible visual language.

The design was realized using Adobe Suite, Video Production, and Package Design. It was applied to various elements of the brand, including business cards, punch cards, menus, and stickers. The project was executed over three months in New York City and Shanghai.

The design process began with a conversation with the client to understand the ethos of the brand. Further conversations and research, including eating a lot of barbecue, helped the designers immerse themselves in the emotions that barbecue can convey. This research informed the development of the look and feel for Meet.

The main challenge the designers faced was translating the strong emotional and physical feelings associated with barbecue into a consistent but flexible visual language. However, their innovative approach and creative problem-solving skills allowed them to overcome this challenge and create a design that is both unique and effective.

In conclusion, the Meet Rebrand project is an excellent example of how design can be used to create a unique and engaging brand identity. The project's success is evident in its Silver A' Design Award, which recognizes top-of-the-line, creative, and professionally remarkable designs that illustrate outstanding expertise and innovation. The designers' ability to combine culinary and geometric inspiration into a cohesive visual language demonstrates their creativity and skill, making this project a standout in the field of branding and graphic design.