Revamping XIN SGCQ Hotpot: A Blend of Tradition and Innovation

Dongdao Creative Branding Group's Award-Winning Rebranding of a Classic Hotpot Brand

The XIN SGCQ Hotpot, a renowned catering brand with two decades of history, recently underwent a significant rebranding. The existing logo was considered outdated, prompting the need for a novel design that would enhance brand recognition and embody the distinctive Sichuan hotpot style. The task fell to the Dongdao Creative Branding Group, who rose to the challenge with an innovative design that captured the essence of the brand while appealing to a modern audience.

The inspiration for the new logo came from the diverse aspects of Sichuan hotpot culture, known for its spicy flavors, and the region's association with pandas. The design team created a panda face pattern, using the eyes and mouth as primary design elements, to convey a sense of liveliness and charm. This playful design was aimed at attracting a younger demographic and women, aligning with the client's desire to position XIN SGCQ Hotpot as a symbol of food fashion.

The unique properties of the design lie in its clever combination of traditional and modern elements. The panda face pattern was paired with spicy hotpot graphics, creating a visual representation of the brand's identity. The colors black, white, and red were chosen to reflect the panda's skin color and the red pepper's hue, further emphasizing the brand's Sichuan roots.

The logo's realization involved the use of auxiliary graphics, including bamboo, to showcase regional features. The vertical graphics symbolize bamboo, while the horizontal ones represent chopsticks, encapsulating the typical Chinese, especially Sichuan, hotpot characteristics. This combination of patterns and graphics resulted in a logo that is easily recognizable and representative of the brand's style.

The project, which began in April 2015 in Beijing and concluded in July of the same year, was a testament to the Dongdao Design Team's creativity and expertise. The team's ability to capture the essence of the brand while infusing it with a modern appeal earned them the Silver A' Design Award in 2017, a prestigious accolade awarded to designs that demonstrate outstanding innovation and technical excellence.

In conclusion, the rebranding of XIN SGCQ Hotpot by the Dongdao Creative Branding Group is a prime example of how design can bridge the gap between tradition and innovation. By incorporating elements of Sichuan culture and modern design techniques, the team was able to create a logo that not only enhances brand recognition but also positions the brand as a symbol of food fashion.