Branding for a Spanish restaurant in Hangzhou
Project: Branding / Logo Design / Art Direction
Client: ¡Hola! 年輪公園
Service/industry: Restaurant & Bar
Brief
¡Hola! 年輪公園 is a Spanish Restaurant & Bar serves Iberian Ham (Jamón ibérico) which is imported directly from Spain. One of the co-founders of this restaurant is Teresa SUN, who has worked and lived in Madrid, Spain for more than 10 years.
This restaurant is in collaboration with 年輪公園 (Zoring Park), which is an independent lifestyle brand with a focus on vintage industrial lamp and ornaments.
It is a rustic industrial place made to make you feel nostalgic and sophisticated from the moment you set foot in the door, with its vintage shop, endless drinks and tasteful Spanish dishes.
Challenge
¡Hola! 年輪公園 is an original branding project which requires the integration of visual aesthetics from Zoring Park. The new Logo Design needs to combine an existing logo that is from 年輪公園.
The Essence of ¡Hola! 年輪公園
Core concept: Rustic industrial style, Sleek, Nostalgia, Exquisite, Craftsmanship.
Image 1: First floor, Ham Area
Image 2: Second floor, Bar Area
Image 3: First floor, A vintage shop
Image credits go to Hangzhouqz.
Design Process
Brainstorm process.
Understanding the brief
Figure out what this brand is trying to communicate
Extract the emotions and feelings of this brand
Using keywords to express the essence of this brand
Let those keywords be my guide for creating a mood board
Explain how the mood board communicates the core concept of the brief
Presenting the visual elements to the client at an early research stage
Lettering / logo design: laid back vibe and a sense of welcoming.
Image 1: The existing logo of 年輪公園 (Zoring Park)
Image 2&3: The combination logo = ¡Hola! + 年輪公園
Visual keywords: Art Deco, Redesigned vintage illustration, Gray tone, Sleek, Craftsmanship.
Image 1: Zoring Park’s visual aesthetics / mood board
Image2: The inspiration for invitation card design
Design Solution
The brand’s visual aesthetic balances history and modernity, luxury and craftsmanship.
Lettering style logo evokes warmth, ease and artisanal quality, reflecting the quality of the hand-sliced ham.
The visual identity nods to the product's history, creating a nostalgic vibe and a sense of welcoming.
The vintage illustration creates a sense of nostalgia to the golden age period.
This compelling visual language beautifully translates across everything like the invitation card, menus, coasters and posters.
Photographer: Xuan | Image credits go to Chenglan JIN
“JIN, you are amazing!
I like this branding a lot. This is exactly the visual impression that I want for my restaurant.”
— Teresa SUN
Cofounder of ¡Hola! 年輪公園