2020, Visual Identity / Packaging
“Sze chuan” is a colloquial written form of “Sichuan.” To align with its focus on contemporary Sichuan cuisine, we abstracted the strokes of the characters “四川” into linear geometric forms and placed them alongside the text. This not only hints at their phonetic connection but also gives rise to a more timeless and modern typographic identity.
“禧川”是“四川”的一种口语话书写，为配合其主营的新式川菜，我们将“四川”二字的笔划抽象为线性几何图形与文字并置，暗示两者之间读音关联的同时，脱胎出更加隽永的现代化文字形象。
