"A culturally rich and well-conceived visual design that effectively conveys its identity and message."
-------- Review from Future Art & Design Award
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Project description
In Taiwan’s hot pot market saturated with variety and affordable chains, Lao Huo Tang takes a bold stand with its positioning: “The broth is the true protagonist.” Rooted in the traditional Cantonese soup culture of Hong Kong and Macau, it emphasizes the sincerity of slow cooking. The brand revamp aims to break the stereotypical impression of low-cost hot pot cuisine. The designer blends experience with innovation to create a visual identity that exudes depth and atmosphere—one that visually conveys the layers of flavor, establishing a distinctive image within the Taiwanese hot pot industry.
[The Steam of the Cast Iron Pot]
The logo features a cast iron pot supported by a single hand, symbolizing the artisan’s gentle mastery of heat and ingredients. Steam swirling from the lid illustrates the charm of slow simmering, visually echoing the brand’s devotion to broth as its core.
[The Flame of Lao Huo Tang]
In the Chinese characters for “Lao Huo Tang,” brushstroke design mimics dancing flames with subtle curves in the strokes, representing the flicker of the stove’s flame. The pairing of classic and modern typography in both Chinese and English adds a professional yet approachable quality. The distinctive and memorable visual identity has been applied across DM materials, business cards, storefront signage, and menus, creating a cohesive brand experience.
PRODUCTION OR REALIZATION TECHNOLOGY (AND MATERIALS)
The visual palette centers on red (C34M100Y100K0), representing boiling broth and the passion of craftsmanship. It is complemented by saturated orange-red (C0M73Y92K0), brick red (C34M54Y80K0), and warm beige (C5M32Y18K0), forming a gradient from fire to table. White is used in the logo and typography to enhance clarity and modernity. Applications on red backgrounds, menu covers, and digital media enhance recognizability. Materials include matte foil stamping and spot UV finish, aligning with the brand’s “refined within affordability” philosophy.
SPECIFICATIONS / DIMENSIONS / PACKAGE / TECHNICAL PROPERTIES
The project required rebuilding brand identity and spatial perception on an existing operational base. Visual design had to adapt to limitations such as signage not extending to the second floor. Instead, the designer enhanced visibility with strategic color use and lightbox signage. Brand elements were incorporated into placemats, soup ladles, and sauce dishes—transforming every detail into a statement of culinary discernment.
OPERATION / FLOW / INTERACTION／FUNCTION
Following its launch, the brand’s refreshed look drew attention from both loyal and new customers. The design was praised as “adorable yet professional,” memorable, and full of sincerity. Customers noted that every detail—from the red visual theme to the white logo—reflected thoughtful design. The owner shared that many guests photographed and shared the restaurant on social media, commenting that it “understands both soup and design.” The result: affordable, yet anything but ordinary—“truly classic.”