Cong Banquet · Brand VIS

The upscale banquet restaurant — Cong Banquet is strategically located in Liangzhu, a region boasting a history that dates back approximately 5,300 years. The design team has meticulously developed a system of visual symbols to perfectly integrate the history and food of Liangzhu, narrating the brand story through Eastern aesthetics.

This project, grounded in the philosophy of “tracing to the source, advocating for original flavors”, takes the culture of Liangzhu as its theme while centering on the aspects including the brand logo, color scheme, and symbolic patterns, embodying its deep understanding of atmosphere creation, emotion expressing, and cultural significance. The logo consists of the Chinese characters for the name, which are written in a calligraphic style, and a stamp featuring the Chinese characters for Liangzhu. The vigorous calligraphy style is not only a kind of visual art, but also conveys the brand’s ethos of continuous improvement and enduring prosperity. The characters for Liangzhu emphasize the brand’s regional characteristics, and highlight the profound cultural significance of the region. The stamp reflects the artisan spirit of ancestors in Liangzhu, and attracts consumers seeking unique user experience and emotional resonance.

Three main colors, dark black, jade yellow, and gold, which are closely connected with the spirit of Liangzhu, exude mystery and dignity; peacock green as the auxiliary color represents auspiciousness and nature. The combination of these colors contributes to a noble, elegant and time-honored brand image. To further enhance the brand recognition, the design team has transformed classic elements of Liangzhu, like Jade Cong King and jade combs, into modern symbolic patterns, and applied them to brand materials like packaging and business cards, which strengthens the brand’s connection with consumers and enables Cong Banquet to stand out from most upscale restaurants.