Food & Drink
Visual Identity System Design
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.
在概念研究的过程中，我们认为 Duli 这个名称本身即具有很强的记忆点与易传播的属性，既现代又有趣，且暗示了菜肴具有浓郁的口味。因此，我们通过定制的中英文字型强调这个名称，使其直接成为简洁有力的品牌核心标识。其次，Duli 作为一间东方特色的亚洲融合餐厅又拥有颇具东方的气息的室内设计，且希望自己具有随和又神秘的人格，为食客提供充满惊喜且精心烹饪的食物，被大家大家乐于谈论与传播。因此需要一个轻松简洁又风格化的形象，无论是在美学抑或功能性层面。这促使我们在字体标识之外又创建了一枚具有有机感的 icon 作为视觉识别的支持元素，来辅助传递「东方」与「植物性」的情绪，同时也通过这种有机又精巧的设计帮助品牌塑造精品餐厅的质感。
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.