Lord Qu

Visual Identity for MET Creative Brand

According to the trend of younger mainstream consumers, the designers redefine the traditional snack bar with modern design language. The whole case takes Confucius as the cultural prototype, and combines the IP image of Lord Qu with the classic historical symbols such as flying dragon, Confucius Temple, Xiangyun and allusions with the linear cartoon as the carrier to build the dialogue scene of brand and the food IP.

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Lord Qu by Siyu Xu

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Visual Identity by Siyu Xu

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Siyu Xu Lord Qu

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Siyu Xu Visual Identity

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MET Creative BrandBrand Logo

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Lord Qu Visual Identity Press Releases

Explore press materials for Lord Qu, available in languages such as English.

Lord Qu Visual Identity Media Articles

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Unique Properties

Lord Qu is a special snack brand in Quzhou. The original intention of this brand design is to inherit the traditional Chinese food culture. According to the trend of younger mainstream consumers, the designers redefine the traditional snack bar with modern design language, so that more young people understand and fall in love with Quzhou snacks in. Through the comprehensive application of vision and space system, this restaurant is endowed with a new and modern feeling.

Tags

Visual Identity, Commercial, Restaurant, Modern, Fashion, IP, Quzhou, Bun, Confucius Temple

Production Technology

The designers combine the IP image of Lord Qu with the classic historical symbols such as flying dragon, Confucius Temple, Xiangyun and allusions with the linear cartoon as the carrier to build the dialogue scene of Lord Qu and the food IP, which not only convey the product and brand value, but also carry the profound connotation of Chinese food culture.

Design Challenge

How to quickly occupy the consumers' cognition for a new brand is also a problem that needs to consider carefully in this case. Therefore, in the development of symbols and props, the designers use the pig nose extracted from two black pigs as brand visual hammer symbols.

Project Duration

The project started in January 2018 in Hangzhou and finished in September 2018 in Hangzhou.

Operation Flow

The designers create a story for IP, personify the ingredients in the main products.

Research

As the representative of breakfast category, the steamed stuffed bun is faced with the awkward situation of having category and no brand. In the market, there are more cheap and no quality products. However, the emergence of Lord Qu has filled in such a masrket gap.

Inspiration

Based on the original intention of the design, the designers decide to build Lord Qu into a snack expert image with personality and story, and establish the exclusive IP of the brand. The whole case takes Confucius as the cultural prototype. The chignon is designed into the shape of a bun. At the same time, the designers borrow the cognition of Kame Sennin in the hearts of young consumers to create the IP image.

Image Credits

Image #1: Photographer MET Creative Brand, Lord Qu, 2018. Image #2: Photographer MET Creative Brand, Lord Qu, 2018. Image #3: Photographer MET Creative Brand, Lord Qu, 2018. Image #4: Photographer MET Creative Brand, Lord Qu, 2018. Image #5: Photographer MET Creative Brand, Lord Qu, 2018.

Project Overview

Lord Qu Visual Identity has been a Bronze winner in the Graphics, Illustration and Visual Communication Design award category in the year 2019 organized by the prestigious A' Design Award & Competition. The Bronze A' Design Award is given to outstanding designs that showcase a high degree of creativity and practicality. It recognizes the dedication and skill of designers who produce work that stands out for its thoughtful development and innovative use of materials and technology. These designs are acknowledged for their professional execution and potential to influence industry standards positively. Winning this award highlights the designer's ability to blend form and function effectively, offering solutions that enhance people's lives and wellbeing.

Bronze Recognition

Siyu Xu was recognized with the coveted Bronze A' Design Award in 2020, a testament to excellence of their work Lord Qu Visual Identity.

Siyu Xu Press Releases

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Introducing Lord Qu: A Modern Visual Identity for Quzhou Snacks

Designer Siyu Xu Redefines Traditional Snack Bar with Modern Design Language

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