YUCHUAN Eatery
雨川食堂
BrandingIn Mandarin, ‘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.
「雨川」代表了川流不息，也是雨川食堂的創始人的名字。
雨川食堂是間富有人情味的金門小吃店，自 1999 年創立以來，雨川食堂 (前身楊家小吃) 如今成為了金門人日常生活中不可或缺的存在。在後代接手了十年之後，雨川食堂想透過品牌識別的更新，為品牌注入新血。
雨川食堂位於金門大學附近，客群年齡層分布於 20 至 35 歲不等，在延續傳統的前提下，為傳遞出年輕且具有活力的印象，我將雨川食堂舊址的外牆顏色 —— 鵝蛋黃作為主色調，並透過太陽、雨滴、河川等意象與圓潤標準字的結合，呈現品牌意象的同時，也年輕化整體品牌識別。
Year: 2021
Logo Design: TzuHsuan Chen
Merch Design: TzuHsuan Chen
Photography: 島中大厝
