Date | 2017-2018
Art Director | Kuan
Design | 高懷瑾
Photography | 高懷瑾
The origin of Panakeia Hot Pot could be traced back to the century-old Chinese pharmacy–Xing Chun De Ji. The founder’s father, Wen Defu was a benevolent man in his life as he would prescribe medication for the ill, and give rice to the poor. Fifth-generation descendant, Wen Zhongjing founded Panakeia Hot Pot with his know-how in dining and his professional background in Chinese medicine. The identity for this project takes up the ethos of later Chinese medicine in the remedial value of food, continuing the virtue and mission of ancestors.
Central idea of design:
The core of the project is to preserve and bring to light the values Xing Chun De Ji pharmacy. Structurally, the logo demonstrates the sturdiness of the venerable pharmacy, which can further be interpreted as the founder’s insistence on holding food quality to the utmost standards.
By following the age-old instruction of the Wen family, Wen Zhongjing illuminated his father’s words “food cures better than medicine” in a whole new innovative way.
Robust and intense / The overall robustness and saturation represent the nutritious quality of the broth and the generous warmth the Wen family exudes.
Texture in the worn color blocks / The textural color blocking speaks of the Wens cross-generation perseverance, as well as Xing Chun De Ji’s spirit that stood the test of time.
Stamp motif / The motif connotes professional certification. Taking parts in the Chinese characters of ‘pot’ and ‘herb’, the stamp communicates the essences of the establishment. Additionally, it reemphasizes Panakeia Hot Pot’s demand for the wisdom of Chinese remedy and culinary arts.
Date | 2017-2018