Jing Linglong: A Unique Brand Image Design

Combining Beijing Palace Culture and Chongqing Hot Pot Culture

The inspiration for the Jing Linglong design comes from the palace culture in Beijing, the hot pot culture in Chongqing, and the symbolic chopsticks representing Chinese cuisine. By combining the water ripple pattern representing Beijing palace culture with fan graphics and chopsticks, the design encapsulates the characteristics of Chinese food and culture.

What sets Jing Linglong apart is its unique approach to brand image design. It seamlessly blends the elegance of Beijing roast duck with the fiery flavors of Chongqing hot pot. The combination of Beijing palace culture and Chongqing chafing dish culture reflects the distinctive characteristics of a chafing dish restaurant.

The realization of this brand image design was achieved through the use of Photoshop and Illustrator software. The designers utilized printing effects and also explored the possibility of creating the design by hand.

One of the challenges faced during the design process was how to effectively integrate the court culture of Beijing, the culture of roast duck catering, and the hot pot culture of Chongqing into the brand image. However, through careful research and creative exploration, the designers successfully conveyed the essence of these cultural elements.

Jing Linglong's brand image design not only showcases the combination of Beijing Roast Duck and Chongqing Hot Pot food culture but also creates a visually striking and recognizable representation. The design, composed of chopsticks, fan graphics, and water ripple patterns, effectively communicates the essence of hot pot cuisine.

The Jing Linglong project began in October 2017 in Chongqing and was completed in September 2018. The design team, led by Yinluo Du, included Xiaojiang Yan, Chao Yang, and Chengyao Wang.

This exceptional brand image design for Jing Linglong was awarded the Bronze A' Design Award in the Graphics, Illustration, and Visual Communication Design category in 2018. This prestigious award recognizes designs that exhibit outstanding creativity, resourcefulness, and technical skills, contributing to improvements in quality of life.