Cong Banquet · Brand VIS

The upscale banquet restaurant — Cong Banquet is located in Hangzhou, the birthplace of Liangzhu Culture. Liangzhu is a region boasting a history that dates back approximately 5,300 years. The design team, drawing inspiration from the history and food of Liangzhu, has developed a system of visual symbols, conveying the unique brand story of Cong Banquet through a design language with Eastern aesthetics.
Rooted in the culture and art of Liangzhu, the project, centred on aspects including the brand logo, color scheme, and symbolic patterns, embodies its deep understanding of atmosphere creation, emotion expressing, and cultural significance. The logo consists of the Chinese characters for the name, which are written in a calligraphic style, and a stamp featuring the Chinese characters for Liangzhu. The vigorous calligraphy style is not only a kind of visual art, but also conveys the brand’s ethos of continuous improvement and enduring prosperity. The characters for Liangzhu emphasize the brand’s regional characteristics, and highlight the profound cultural significance of the region. The stamp reflects the brand’s commitment to handmade culinary masterpieces, and attracts consumers seeking uniqueness and warmth.
The brand’s standard colors — dark black, jade yellow, and gold – are closely connected with the spirit of Liangzhu culture: dark black gives a sense of mystery and professionalism; jade yellow echoes the color of Liangzhu archaeological site and related pottery, symbolizing history and tradition; gold suggests the upscale position of the restaurant, and peacock green as the auxiliary color represents auspiciousness and nature. These colors, along with jade cong, jade bi and other typical elements of Liangzhu culture, showcase a time-honored, elegant, noble and back-to-nature brand image. Additionally, the brand transforms classic elements of Liangzhu culture, like Jade Cong King and jade combs, into modern symbolic patterns, and applies them to packaging and business cards, which strengthens its connection with consumers and further enhances brand recognition.