XIN SGCQ Hotpot is a famous catering brand that has already experienced two-decade development. The client wanted the new brand image to present not only a traditional food but also a catering fashion.


 XIN SGCQ Hotpot is featured with Sichuan hotpot culture, which stresses spicy flavors. Besides, Sichuan is a famous place for pandas. Considering this, we created a panda face pattern (mainly adopting eyes and mouth as design elements) as a part of the logo, conveying a lovely and lively sense to attract more youngsters and women. Besides, we adopted black, white and red to represent panda’s skin color as well as the color of the red pepper. And we took bamboo as the auxiliary graphics (symbolizing chopsticks) to showcase regional features. We combined a panda face pattern with spicy hotpot graphics to make XIN SGCQ a new symbol of food fashion.

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