QING HE JIAN

This project revolves around the core positioning of "preserving intangible cultural heritage craftsmanship," creating a complete cycle from cultural storytelling to commercial transformation. The brand visual system establishes a Chinese aesthetic foundation through orange and wood tones, integrating classic calligraphic typography with traditional architectural motifs to emphasize the millennium-old regional culture of Hejian and century-long artisanal legacy. Spatial design extends across all touchpoints from exterior to interior: storefront signage, wall graphics, and menu displays collectively narrate the ICH preservation process, premium donkey meat sourcing, and ancestral cooking techniques, crafting an immersive cultural dining experience. Packaging design maintains unified visual language, balancing traditional elements with modern minimalism through portable meal containers that harmonize heritage charm with functional practicality. Promotional materials spotlight Hejian-style flavors and crispy textures while reinforcing brand recognition through distinctive memory triggers.