Brand Visual VI Design

YANQINGYUN is an upscale banquet restaurant nestled along the bank of the Yangtze River in Jiangyin, Jiangsu Province, China. It transcends mere gustatory pleasure, creating a gallery-like, immersive dining space where Jiangyin’s millennia-old cultural heritage converges with modern Eastern aesthetics. The project elevates the act of “dining” into a cultural journey, allowing guests to enjoy Huaiyang cuisine with their minds roaming freely across the vast horizon and through the long history—experiencing the poetic realm of “step into a painting in a morning, and drift back a thousand years in a day.”
The design takes “lines” as the core narrative medium. Lines trace Xu Xiake’s footsteps across thousands of miles, chart the Yangtze River’s course as it surges toward the sea, echo the earliest patterns etched into pottery of the Majiabang civilization, and represent the brushstrokes in Chinese landscape paintings. Based on that, the design team has created a refined line-drawn landscape composition to weave together Jiangyin’s key cultural IPs—the pioneering spirit of Xu Xiake, the majestic convergence of the Yangtze River and the East China Sea, and the Majiabang culture as the source of the Jiangnan civilization. Moreover, the entire space centers around this graphic motif, achieving a seamless translation—from a distinctive brand identity to an immersive space.
The design is a profound exploration and modern reinterpretation of Jiangyin’s local culture. Moving beyond a mere accumulation of symbols, it employs the highly refined “line-drawn landscape,” integrating Xu Xiake’s spirit of exploration, the Yangtze River’s relentless flow, the East China Sea’s vast expanse, and the splendid Majiabang civilization into a cohesive, poetic whole.