Kai Garden: A Fusion of Modernity and Tradition

A Unique Logo and Visual Identity Design by Dongdao Creative Branding Group

Cantonese cuisine is known for its opulent meanings and its ability to absorb characteristics from Western cuisines. In the logo and visual identity design for Kai Garden, Dongdao Creative Branding Group aimed to present a combination of modernity and tradition, as well as an infusion of the East and the West. By summarizing the common features of the Chinese characters 嘉 (jiā) and 苑 (yuàn), the design team utilized an isomorphic form to create a transition from top to bottom. This form effectively communicates the concept of infusion.

To reflect the unique features of Cantonese dining culture, the design team drew inspiration from Chinese calligraphy in creating the character 苑 (yuàn). The antique logo symbolizes status and taste while encompassing profound Chinese cultural characteristics. The result is a visual identity that captures the essence of Kai Garden's cuisine and dining experience.

The design team faced several challenges in conveying a combination of modernity and tradition, as well as the infusion of Eastern and Western cultures. Through a series of auditing and analyzing, they concluded that a graphic font would effectively achieve this effect while conveying powerful cultural meaning. The logo and visual identity successfully represent the unpredictable and inclusive nature of Cantonese dining culture.

The Kai Garden logo and visual identity project began in September 2015 in Beijing and was completed in November 2015. The design team conducted extensive research to understand the features of Cantonese dining culture and to ensure that the design captured the essence of the brand. The result is a unique and visually striking representation of Kai Garden's identity.

This exceptional design by Dongdao Creative Branding Group has been recognized with the Iron A' Design Award in the Graphics, Illustration, and Visual Communication Design category in 2017. This prestigious award is given to well-designed, practical, and innovative creations that meet professional and industrial requirements. The Kai Garden logo and visual identity design exemplify the integration of industry best practices and competent technical characteristics, providing fulfillment and positive feelings to its audience.