YUCHUAN EATERY

雨川食堂

Branding

In Chinese, ‘Yu 雨' means rain and 'Chuan 川' means river, Yuchuan is also the name of the founder.

Yuchuan Eatery is a homelike restaurant on the little island of Taiwan, Kinmen. Established since 1999, Yuchuan has since then become an unreplaceable existence for the locals. After taking over by the next generation for over 10 years, Yuchuan seeks for a change for their brand identity.

The costumer age range of Yuchuan lands between 20-35 years old. In order to deliver a yougn and living impression without losing its traditional root, the vivid yellow – which is also the facade color of the restaurant – became the main color tone. With the combination of the abstract graphic of sun, rain, ocean, island and the smooth logotype, it indicates the essence of Yuchuan Eatery.