Xiongxiong Food Hub

Creating unique brand visual language for a Japanese-style fast food brand.

Xiongxiong Food Hub is a Japanese-style fast food brand co-founded by CP Group and WNH. The brand is dedicated to providing better catering options for young people who are enthusiastic about fashion and personality through better food ingredients, more authentic flavor and more convenient consumption experience. The overall visual design is based on the interpretation and representation of the brand: Xiongxiong Food is named to advocate the young people's energetic, unrestrained and free life style, and to vividly present the delicious food and good appetite. The three clues, namely, the theme of Japanese culture, the goal of the young people, and the portrayal of delicious food, are associated with the creativity of Japanese comics where food is always rendered as fresh and attractive, while comics are illustrated in a way catering to the young people. However, the themes of comics are not commonly used in the market. The conventional application, extremely figurative anyway, often features the direct use of comics’ layout and graphic expression. The design aims to establish and strengthen the brand's exclusive visual style by abandoning the traditional way in the expression of comics themes. By deconstructing the vision of Japanese comics, we extracted three elements of format, text and graphic symbols to be matched with the brand’s specific visual expression, resulting in a visual communication featuring explicit brand identity. The overall design of the brand, either from logo to materials or from packaging to shelves, accords with brand naming, thus forming a diversified and unified visual system. The brand’s innovative visual communication matches with Japanese style, speaks for the young people, and contributes to a unique and unified brand identity.

Xiongxiong Food is named to advocate the young people's energetic and free lifestyle, to vividly present the delicious food and good appetite.

The design aims to establish and strengthen the brand's exclusive visual style by abandoning the traditional way in the expression of comics themes.

The overall design, either from logo to materials or from packaging to shelves, accords with brand naming, thus forming a diversified and unified visual system.