Li Xiang Da Xia

The client of this project hopes to break free from traditional visual aesthetics and embrace the younger generation, bringing refreshing brand elements that will attract more young people to experience and appreciate LI XIANG DA XIA Hot Pot. Through this rebranding effort, they aim to expand their business into a wider national market.

The design team creates a striking visual IP character named "Shabatian" as the cornerstone of the brand's visual identity. This iconic shrimp has a cool attitude and an independent spirit like Guy from "Free Guy," imbuing it with vibrant personality and energy. From this character, a variety of fun and interesting brand elements are developed.

With the IP character at the center, LI XIANG DA XIA Hot Pot creates an immersive sensory experience, allowing consumers to fully feel the charm of the brand and awaken their inspiration and creativity. The introduction of various peripherals related to the IP character proved to be well received by consumers.

The combination of traditional food and innovative ideas is a trend in the future of the catering industry. On the path of integrating innovation, the design team continues to explore without constraints, truly making design a powerful tool for changing the world.