Interview about Avant Modern Cuisine Brand Identity , winner of the A' Graphics, Illustration and Visual Communication Design Award 2022
Avant is a fine dining restaurant located in China. The branding concept utilizes the owners' overseas experience to offer customers unique memories that they have gone on a journey. Starting with a menu which is designed to resemble as a passport. After each meal, customers will get a customized ticket that is designed according to a specific inspiration behind each dish and memories from the cities. This dining experience gets very popular when traveling was halted due to the Covid pandemic
View detailed images, specifications, and award details on A' Design Award & Competition website.
View Design DetailsThe idea for Avant’s brand identity was inspired by the personal journeys of its founders—two young Chinese entrepreneurs who lived and studied abroad. Their experiences of blending different cultures while staying deeply connected to their roots laid the foundation for the concept.The notion of a “journey” emerged naturally as a central theme. The passport-style menu symbolizes the beginning of an adventure, inviting diners to explore global culinary techniques and ingredients. The personalized ticket, given at the end of the meal, ties the dining experience to a specific memory or place, inspired by the story behind each dish. This narrative transforms dining into more than just a meal—it becomes a cultural and emotional exchange.The design process involved extensive research into travel memorabilia and global culinary traditions. Collaborating closely with the founders, I ensured that the branding authentically reflected their experiences while resonating with a diverse audience. Crafting a modern, elegant identity that bridges personal stories and global influences was a rewarding challenge, ultimately creating a sense of connection and discovery for diners.
The COVID-19 pandemic brought an unforeseen relevance to Avant’s branding. With international travel restricted, people craved a sense of adventure and connection to the world. The passport-style menu and personalized tickets became much more than design elements—they offered diners a metaphorical escape, a way to “travel” through flavors and stories without leaving their city.This context pushed us to lean even more into the storytelling aspect of the brand. Seasonal banners and layout templates were updated to reflect the “journeys” diners could take through Avant’s dishes, emphasizing unique ingredients and cultural inspirations.The pandemic highlighted the importance of creating meaningful, immersive experiences in challenging times. Avant’s branding offered a sense of hope and nostalgia, reminding people of the joys of exploration. It also inspired us to incorporate local pride, celebrating Shenzhen’s culinary heritage while maintaining a global outlook.
The research process for Avant’s brand identity was deeply collaborative, involving multiple rounds of user interviews and workshops with both the restaurant's founders and potential customers. These interactions provided invaluable insights into what diners sought in a fine-dining experience, particularly one rooted in cultural storytelling.Through workshops with the founders, we explored their personal journeys and the stories behind their dishes. This helped identify the concept of a “culinary journey” as the foundation for the brand. User interviews, on the other hand, revealed that diners valued emotional connections in their dining experiences. Many expressed how meaningful it would be to feel as if they were “traveling” through the meal, especially during a time when actual travel was limited.These findings directly shaped key design decisions. For instance, the passport-inspired menu emerged as a way to tie the dining journey into a physical, tactile experience. Similarly, the personalized ticket idea came from the desire to leave customers with a lasting memory of their “trip,” inspired by feedback that diners enjoyed taking home unique, tangible mementos.Ultimately, these interactions ensured that every design element was meaningful, not just visually appealing.
The visual system for Avant was inspired by the duality of its concept: blending the founders’ global culinary techniques with the authenticity of local Chinese ingredients. To represent this cultural fusion, we focused on creating a balance between modernity and tradition in the design elements.The key starting point was the founders’ overseas experiences, which inspired the use of travel-related motifs, such as the passport-inspired menu and ticket design. These elements symbolize global exploration and discovery. At the same time, we incorporated subtle nods to traditional Chinese aesthetics, such as minimalist brushstroke patterns and earthy tones reminiscent of Chinese landscapes, to honor the local roots.Typography also played a crucial role. We selected clean, modern fonts to reflect the global, contemporary aspect of the restaurant while pairing them with custom icons inspired by traditional Chinese culinary tools and symbols. These icons brought a sense of familiarity and warmth to the design, tying the international concept back to the local context.The color palette, primarily featuring deep blues and red, was chosen to evoke both sophistication and the essence of travel, reminiscent of passport stamps and tickets.Together, these elements created a cohesive system that celebrated the harmony of global and local influences, making the dining experience at Avant truly unique.
In an oversaturated restaurant market, emotional connection becomes a key differentiator. For Avant, I approached this challenge by centering the brand identity on storytelling, ensuring every visual element resonated with diners on a personal and memorable level.The “journey” concept was our guiding principle, inspired by the founders’ own global experiences and the idea of taking diners on a culinary adventure. The passport-inspired menu and personalized tickets turned the dining experience into a narrative, where each dish told a story tied to its cultural or geographical inspiration. This narrative was reinforced visually through the choice of icons, typography, and design motifs that reflected both global and local influences.I also focused on creating a tactile, multi-sensory experience. From the texture of the menus to the keepsake tickets, every element was designed to evoke emotion and leave a lasting impression. By crafting a cohesive narrative through visual storytelling, Avant was able to stand out not only as a restaurant but as a brand that invited customers to become part of its story.
The customized tickets were designed as the perfect culmination of Avant’s “journey” concept—a tangible memory of the culinary adventure diners experienced. The process of creating these keepsakes began with the inspiration behind each dish. Working closely with the chefs, we explored the cultural, historical, or personal stories that informed the recipes.Once the narrative was clear, I translated these inspirations into visual elements, starting with location-based motifs—such as iconic landmarks, local flora, or regional patterns. For example, a dish inspired by Italy might feature subtle depictions of Tuscan landscapes or traditional tile designs. These visuals were paired with custom typography and color schemes that complemented the dish’s story.The tickets were further personalized by incorporating elements like the guest’s name or a unique quote from the chef, making each one feel special. By combining storytelling with thoughtful design, the tickets became not just mementos, but meaningful extensions of the Avant experience.
Selecting the color palette for Avant was a meticulous process aimed at balancing modern sophistication with youthful innovation. The goal was to ensure the palette worked seamlessly across various media—digital screens, print materials, and physical spaces—while staying true to the brand’s core identity.The primary colors included deep navy and vibrant red, chosen for their contrasting yet complementary qualities. Deep navy symbolized the modern, refined, and luxurious aspects of the brand, while vibrant red injected a sense of energy, innovation, and youthfulness. These colors together reflected Avant’s unique ability to blend timeless elegance with forward-thinking creativity.To ensure consistency across RGB, CMYK, and Pantone systems, extensive testing was conducted to align colors across different mediums and lighting conditions. This was particularly crucial for personalized elements like tickets and menus, where color accuracy directly impacted the brand’s premium feel. The result was a cohesive palette that maintained its depth and vibrancy, leaving a lasting impression whether experienced digitally or through tactile print materials.
The seasonal menu templates for Avant were designed with flexibility in mind, ensuring they could adapt to new ingredients and dishes while maintaining the brand’s cohesive identity. The key was to create a modular system rooted in the overarching "journey" concept.Each template began with a consistent framework, including key typographic styles, layout grids, and signature design elements like the passport-inspired cover. This ensured visual consistency across all iterations. Seasonal changes were introduced through accent colors, dynamic icons, and patterns that reflected the ingredients and inspirations of the season. For example, a spring menu might feature soft greens and floral motifs, while an autumn menu could incorporate earthy tones and leaf-inspired patterns.This approach allowed the brand to evolve with the seasons while staying true to its identity. The flexibility of the templates also streamlined updates, ensuring efficiency without sacrificing creativity or detail.
Receiving the Bronze A' Design Award was both an honor and a validation of the immersive storytelling approach we adopted for Avant. This recognition reinforced the importance of designing not just visuals, but experiences that resonate deeply with customers on an emotional level.The recognition highlighted how thoughtful, narrative-driven branding can transform a restaurant into more than just a dining space—it becomes a platform for connection and exploration. This has inspired me to push the boundaries of experiential design further, finding new ways to engage customers through every touchpoint.This recognition also underscored the value of collaboration. Working closely with the chefs, owners, and motion teams allowed us to create a brand that truly reflected Avant’s vision. Moving forward, I’m more committed than ever to crafting immersive brand experiences that blend creativity with cultural and emotional depth.
Avant’s success demonstrates how storytelling and cultural fusion can redefine the dining experience. I see its approach inspiring future restaurant branding that prioritizes emotional engagement and personalization.For example, Avant’s passport-style menus and personalized tickets show how creating participatory narratives can deepen customer connections.Future strategies could incorporate more interactive elements, like augmented reality experiences, to let diners explore the origins of their dishes or connect with chefs’ creative processes.Additionally, Avant’s adaptability highlights the importance of modular design systems that allow for constant refreshes while maintaining brand cohesion. By blending cultural heritage with innovation, Avant sets a benchmark for turning dining into an unforgettable, immersive experience.
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