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Lord Qu: Redefining Quzhou Snacks with Modern Visual Identity

Designer Siyu Xu, along with the MET Creative Brand team, has reimagined the traditional snack bar with a modern design language, introducing Lord Qu, a special snack brand in Quzhou. The design aims to inherit the traditional Chinese food culture while appealing to younger mainstream consumers.

Lord Qu is designed to embody a snack expert image with personality and story, establishing an exclusive IP for the brand. The design draws inspiration from Confucius, incorporating historical symbols and cultural prototypes to create a unique visual identity for the brand.

The comprehensive application of visual and spatial systems endows the restaurant with a new and modern feeling, making it more accessible to a younger audience.

The IP image of Lord Qu is combined with classic historical symbols, such as the flying dragon and Confucius Temple, to build a dialogue scene that conveys both product and brand value, as well as the profound connotation of Chinese food culture.

In addition, the designers have made full use of the pig nose visual hammer, developing exclusive pig nose-themed tableware, lamps, and backrest seats in the space, creating a strong link between the product and the brand.

Lord Qu's design project started in January 2018 and was completed in September 2018 in Hangzhou. The design team, led by Siyu Xu, includes Youjia Gu, Gaoyang Duan, Miao Pan, Yuting Wang, and Xin Wang.

Through the design, the team has successfully personified the ingredients in the main products, creating a compelling story for the IP. The emergence of Lord Qu has filled a market gap for high-quality, branded steamed stuffed buns, representing a significant creative and technical achievement for the team.

Designer Siyu Xu, born in 1992, is the master designer of MET Creative Brand. With a unique design style, she has provided VI design for over 100 domestic catering brands, aiming to give each restaurant brand its own recognition.

Lord Qu's design has been recognized with the Bronze A' Design Award in 2020, acknowledging the outstanding and creatively ingenious design that authenticates experience and resourcefulness, contributing to quality of life improvements.

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