Yau Sik San: A Unique Branding Design Inspired by Chinese Culture

Bringing Essence of Guangdong Cuisines to Diners

This branding design project, created by 1983Asia, is driven by the ambition to bring the essence of Guangdong cuisines to each diner. The design team developed the concept of the God of Cookery, drawing inspiration from ancient Chinese spirits associated with clothing, food, luck, and longevity. Additionally, they incorporated Chinese calligraphy to express the regional features of Yau Sik San. What sets this project apart is the incorporation of Guangdong regional culture into the characters, making it truly unique.

1983Asia realized this design project by abstracting the image of the God of Cookery from stories and combining it with Chinese calligraphy. The visual representation of Chinese food culture aims to leave a lasting impression on people, transforming a simple slogan into a meaningful story. The design was created using software such as AI and PS and printed on specialty paper to effectively convey the intended message.

The technical specifications of this design include specialty paper printing, UV, embroidery, reactive printing, and hot stamping. These techniques were carefully chosen to ensure the design's visual impact and quality.

The Yau Sik San branding design is tagged as package design, food, traditional culture, and Asian design. It is a collaborative effort involving the design team members Susu, Yao, Fang Yu Qing, Jemay Ho, Zhou Xiao Jie, He Jing, and Li Hong Yu.

This project interacts with people on a religious level, offering a new perspective to convey the quality of the product. With many people in Asia believing in Polytheism, the image of the God of Cookery, combined with traditional color combinations, effectively communicates information to the audience.

The Yau Sik San branding design project was developed over a specific timeframe and location. By connecting the God of Cookery with professional cooks of Guangdong Food, the brand aims to build trust among consumers. This unique approach sets it apart from other food brands that primarily focus on taste or material quality.

Extensive research into Chinese traditional culture served as the foundation for this design project. The challenge faced by the design team was to create a visual representation of the God of Cookery, a virtual role known by most people, and ensure that the image was easily understood.

Yau Sik San is a branding design project that aims to bring the essence of Guangdong cuisines to diners. With its unique incorporation of Chinese culture and regional features, it stands out in the industry. The design has been awarded the Iron A' Design Award in the Graphics, Illustration, and Visual Communication Design category in 2020. This prestigious award recognizes well-designed, practical, and innovative creations that meet professional and industrial requirements, contributing to a better world.