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Avant Modern Cuisine Brand Identity

Jiawei Wu's innovative brand identity concept for Avant Modern Cuisine draws inspiration from the owners' international experiences, combining techniques from around the world with local ingredients and traditional Chinese cuisine. The branding immerses customers in a delightful journey through modern and elegant visual elements, resembling the owners' journeys.

The branding concept offers diners a unique experience, starting with a menu designed to resemble a passport, and culminating in a customized ticket inspired by the dish and a memory from a specific city. This concept gained popularity during the COVID-19 pandemic, resonating with customers who were unable to travel.

All graphics were meticulously crafted in Adobe Illustrator to maintain vector quality, and the final designs were delivered in RGB, CMYK, and Pantone colors for consistent brand appearance across all media. The vector graphics ensure scalability without compromising quality, and the final designs were submitted in both RGB and CMYK color variants for printing and social media marketing.

The project, which commenced in July 2020 and concluded in March 2021, involved extensive research into brand experience, personality, and target audience, as well as the history and cuisine of Avant. Overcoming challenges of an oversaturated market, the design successfully conveys storytelling, innovation, and emotional connection to customers.

Jiawei Wu's exceptional work on the Avant Modern Cuisine brand identity was recognized with the Bronze A' Design Award in 2022, acknowledging the design's outstanding creativity, technical skill, and contribution to quality of life improvements.

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