六六面馆
shuùn noodle
Category
Brand Identity & Restaurant Visual Design
Year
2025
Client
Chen Fan
Industry
Chinese Noodle Restaurant & Casual Dining
Designer
Aaron Zhao
六六面馆shuùn noodle的品牌设计，以“顺遂”与“包容”为双核心叙事，深度诠释“四面八方，六六大顺”的品牌理念。核心视觉符号取手势“六”的抽象线条，剥离文字束缚，以极简几何形态承载通用记忆符号，在高辨识度与玩味感间达成精妙平衡。品牌定位为汇聚中国东南西北各地风味的先锋面馆，打破地域与风格界限，让顾客一站式体验“四面八方”的面食文化。我们将“一帆风顺、二龙腾飞至十全十美”等经典吉祥语转化为系列手势视觉符号，赋予品牌深厚的文化共鸣与情感连接。通过轻量化字体排印与视觉锚点设计，强化品牌打破地域文化边界的核心理念，最终构建兼具文化厚度与年轻质感的沉浸式面馆体验，让每一位食客在味蕾满足的同时，感受“顺遂”人生的美好祝福。
The brand design of Shuùn Noodle revolves around two core narratives: "smoothness" and "inclusiveness", deeply interpreting the brand philosophy of "gathering flavors from all directions, embracing great fortune". The core visual symbol draws on the abstract lines of the hand gesture for "six", stripping away textual expressions and using a minimalist geometric form to carry a universally recognizable symbol, achieving a delicate balance between recognition and playfulness. Positioned as a pioneering Chinese noodle restaurant that brings together flavors from all parts of China (north, south, east, and west), the brand breaks geographical and stylistic limitations, offering customers an one-stop experience of tasting "flavors from all directions". We transform classic auspicious phrases such as "wish you a smooth journey", "may good fortune soar" to "wish you perfection in all aspects" into a series of visual hand gesture symbols, endowing the brand with profound cultural resonance and emotional connection. Through lightweight typography and visual anchor design, we reinforce the brand's core concept of breaking geographical and cultural boundaries, ultimately creating an immersive noodle restaurant experience that combines cultural depth with a youthful vibe, allowing every diner to savor the delicious food while feeling the blessing of a "smooth" life.