Avant Modern Cuisine

Brand Identity for Jiawei Wu Design

Avant is a fine dining restaurant located in China. The branding concept utilizes the owners' overseas experience to offer customers unique memories that they have gone on a journey. Starting with a menu which is designed to resemble as a passport. After each meal, customers will get a customized ticket that is designed according to a specific inspiration behind each dish and memories from the cities. This dining experience gets very popular when traveling was halted due to the Covid pandemic

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Avant Modern Cuisine by Jiawei Wu

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Brand Identity by Jiawei Wu

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Jiawei Wu Avant Modern Cuisine

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Jiawei Wu Brand Identity

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Jiawei Wu Designer Portrait Photo

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Jiawei Wu DesignBrand Logo

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Jiawei Wu Interview

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Avant Modern Cuisine Brand Identity Press Releases

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Avant Modern Cuisine Brand Identity Media Articles

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Unique Properties

The branding concept utilizes the owners' overseas experience to offer diners unique memories that they have gone on a journey, starting with the menu which is designed to resemble a passport. After the meal, customers are given a customized ticket that was designed based on the inspiration behind the dish and a memory from the city. The branding project for Avant gained the love of customers during the COVID-19 pandemic when traveling was halted.

Tags

Brand Identity, Logo, Visual Identity, Art Direction, Food, Restaurant, Fine-dining,

Production Technology

All the graphics were made in Adobe Illustrator to remain the vector quality. Final designs were delivered in RGB, CMYK, and Pantone colors in order to keep the brand color appearance consistent throughout all media.

Design Challenge

A market oversaturated with restaurants were the main challenges for Avant. The design needs to bring an innovative experience of novel cuisine that has to express storytelling, innovation, and connection to end customers and create an emotional bonding.

Project Duration

The project started in July 2020 in China and finished in March 2021.

Operation Flow

Avant restaurant is a fine-dining restaurant located in Shenzhen, China and has become famous locally and throughout the country. It offers a creative and seasonal menu for people. Different layout templates and content banners were also created by combining the seasonal ingredients of the customer's destination. Upon the completion of the meal, customers are given a customized ticket that was designed based on the inspirations behind the dishes and memories from the city.

Research

The objective starts from brand experience, brand personality and character definition, target audience. Avant is an elegant, modern and creative friend. Thorough research of the avant history and cuisine made process is conducted before concept development. Compared to other graphic design projects, I conducted way more user interviews and workshops on Avant Branding Design due to its genuine quality of heavy user/customer interaction.

Inspiration

The owners of the Avant are two young Chinese chefs who had the global experience of studying and living in different countries. The restaurant combines techniques from various regions of the world with local ingredients and traditional Chinese cuisine. From the moment they step into Avant to their departure, customers are immersed in a delightful journey through the modern and elegant branding identity modeled after the owners' journeys.

Image Credits

Jiawei Wu_Designer Guanzhong Qiu_Photographer

Project Overview

Avant Modern Cuisine Brand Identity has been a Bronze winner in the Graphics, Illustration and Visual Communication Design award category in the year 2021 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

Jiawei Wu was recognized with the coveted Bronze A' Design Award in 2022, a testament to excellence of their work Avant Modern Cuisine Brand Identity .

Jiawei Wu Press Releases

Access a rich repository of press releases on Jiawei Wu, offered to press and media professionals for unrestricted use in their stories. Unlock 2 press releases now, directly accessible to journalists.

Avant Modern Cuisine Unveils Innovative Brand Identity by Jiawei Wu

Avant Modern Cuisine, a fine-dining restaurant in Shenzhen, China, introduces a unique brand identity concept designed by Jiawei Wu, inspired by the owners' global experiences and the halt on travel during the COVID-19 pandemic.

Jiawei Wu Newsroom

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