Born from a team that does not compromise on the deliciousness of plant-based cuisine, DULi selects the essence of the rich flavors of Sichuan cuisine and incorporates flavors inspired by dishes from around the world to create a unique Asian fusion cuisine. The concept of the restaurant is that everyone can be opened to new taste bud experiences and discover new taste surprises at DULi by vegetarian food, and easily experience the rich layers of visual and taste sensations brought by selected plant-based ingredients.
Pocca worked closely with the brand and the interior design team on this project, completing a complete line of work including concept strategy, bilingual customized logotype design, visual identity system, environmental visual direction, photography direction, and print production supervision. With the overall dining experience in mind, and in order not to create excessive visual distractions, we presented the restaurant's eclectic oriental flavor and creative fusion cuisine to diners who love new experiences in plant-based cuisine through a rigorous and restrained approach, and maximized the story of the restaurant to be told by “dining” and “food” itself.
During the conceptual research process, we felt that the name DULi was memorable and easy to communicate, modern and fun, and suggested the strong flavors of the dishes. Therefore, we emphasized the name with customized Chinese and English typeface, making it a straightforward and powerful core brand identity. Secondly, DULi, as an Asian fusion restaurant with an oriental interior style, wanted to have an easy-going and mysterious personality, offering surprising and well-prepared food that everyone would enjoy talking about and spreading. This required a relaxed, simple and stylized image, both on an aesthetic and functional level. This led us to create an organic icon in addition to the logotype as a visual identity support element, to help convey the “oriental” and “botanical” mood, and to help the brand create the quality of a boutique restaurant through this organic and subtle design.
DULi's approach to the menu is not to have a large selection of dishes at the same time, but to regularly update and replace different seasonal items. Therefore, for the photography part of the menu, we chose to use a top view to present the complete appearance of the dishes together with their containers and textured background, and present the photos in a large format in the flip-chart menu, with only one dish per page. In this way, reading the menu becomes an experience like flipping through a lifetyle magazine or a travel magazine.
In addition to the white light box panel, we chose to use brass metal to continue the brown and wood tone material language in the design of the restaurant facade. The lighting of the signage box was specifically adjusted to a slightly dimmer brightness to soften the overall feeling. The slogan “PLANT BASED” in the upper right corner of the facade was also chosen in a light mint green color to match the visual system and to avoid the characterless white.