DaoTian

Sea Feast

Background

DaoTian is a commercial project. As the brand strategist and designer, I worked with the interior designer. Based on the concept of the space design and the background of the restaurant, I independently completed the content of branding from concept to landing.

Insight&Solution:

Dao Tian wanted to create a sub-brand that would specialise in Japanese hot pot cuisine and offer a satisfying experience with high-quality and rare seafood ingredients. I combined traditional printmaking with modern style to depict illustrations of the brand's food visual icons, by focusing on conveying the brand image of the ingredients to the customer, emphasising DaoTian's brand value, the continuation and persistence of tradition, the exploration of innovation, and the pursuit of high-quality.

DaoTian Sea Feast

Strategy

A fine dining Japanese restaurant with tradition and innovation

Motion Graphics

Brand Identity

The logo is a combination of elements from wharves, pots, Japanese buildings, and chopsticks. And the symbol is similar to "one" in Chinese, there is a famous saying in “Tao Te Ching", "Dao begets One, One begets Two, Two begets Three, and Three begets all things." One is the most simple number, but it can be all-embracing, one also represents the insistence and pursuit of Dao Tian on tradition, high quality, pay attention to every little detail to create a wonderful experience for the customers.

Feast means the action of a person enjoying a meal and also represents a banquet. The concept of gathering for a feast and entertaining guests is quoted from the Book of "Classic of Poetry" and represents the concept of a grand feast.

There are the food icons used in the menu and social media. The menu is presented in different ingredient categories to highlight the high quality and cherished of food.