Meet Chuanchuan: A Logo Design Reflecting Chinese CuisineDesigning a Logo that Represents the Essence of Chuanchuan
Snack is an important part of Chinese cuisine as it is popular and served in different forms and ways. Chuanchuan is a popular and common type of snack in China. It is also often served as street food. By using thin and long bamboo sticks, a variety of meat and vegetables are skewered together. These skewers are often cooked and seasoned in a big pot of spicy soup which is called hot pot. In Mandarin, Chuanchuan means skewers literally and the action of skewering. Inspired by this vocally visual expression, I reflect the presentation and look of Chuanchuan on my logo.
This logo, named "Meet Chuanchuan," was designed by Sitong Liu. It captures the essence of Chuanchuan, a popular Chinese snack. The logo consists of two basic graphics, squares, and triangles, which symbolize various food materials. The overall shape of the logo is round, representing the hot pot in which Chuanchuan is cooked. The choice of an ebullient red color adds to the logo's appeal, evoking feelings of appetite, warmth, and homeliness. The Chinese character "Chuan" is incorporated into the logo, resembling a bamboo stick with skewers, a key element of Chuanchuan.
The "Meet Chuanchuan" logo is part of a corporate identity project that includes various executions such as packaging materials and signage. It aims to enhance the visual appeal of Chuanchuan restaurants and attract more customers. The logo's simplicity and straightforwardness make it easily understandable at a glance, while still maintaining traditional elements and showcasing Chinese culture.
Sitong Liu faced several challenges while designing the logo. The goal was to create a design that was simple enough to stand out among other hotpot brands, yet easily understandable and able to maintain the viewer's interest. Additionally, the logo needed to incorporate traditional elements and reflect Chinese culture. By overcoming these challenges, Sitong Liu successfully created a logo that captures the essence of Chuanchuan and enhances the overall dining experience.
The "Meet Chuanchuan" logo has received recognition for its outstanding design. It was awarded the Bronze A' Design Award in the Graphics, Illustration, and Visual Communication Design category in 2017. This prestigious award is bestowed upon designs that demonstrate creativity, resourcefulness, and technical skills. The "Meet Chuanchuan" logo exemplifies these qualities and contributes to the improvement of the dining experience, making it a worthy recipient of this accolade.
Project Details and Credits
Project Designers: Sitong Liu
Image Credits: Sitong Liu
Project Team Members: Sitong Liu
Project Name: Meet Chuanchuan
Project Client: Sitong Liu