VIS Of A Chinese Restaurant In A Hotel Setting

With the development of food and beverage industry, it’s becoming more and more important for a restaurant to build its own brand and image. However, to the majority of the restaurant owners, the concept of branding is still limited. As a very important part of branding, introducing Visual Image System to build a full range of brand images, will be a very helpful tool for the long-term development of a restaurant.VIS is a useful tool for building a brand. An outstanding brand image helps in the development of a success business. This Article focuses in studying the traditional auspicious patterns in an eye for visual effect and chooses "cloudy pattern" to apply it as a "theme" for the VIS of a restaurant. A series of visual elements are developed to express a concept reflecting the culture background and special atmosphere. These visual elements will be the basics of the VIS of the brand.The auspicious pattern as a visual symbol is able to communicate the core concept of the restaurant to people. With the analysis on the principles of VIS design and branding, it proves that this pattern will have an important effect on the management and development of the restaurant.Xiang Rui Restaurant is the subject of case study. After finding its visual communication problems, a problem-solving suggestion is made. With the theoretical research and practical description of Xiang Rui Restaurant’s VIS design, the conclusion is, through destructing and re-constructing the symbol pattern of a traditional culture, we can merge traditional pattern and modern visual language, thus create an effective communication between the traditional culture and modern consumers. It is an effective way of brand communication.It is becoming common practice to combine traditional auspicious visual elements with modern surroundings in the VIS design nowadays. This is one of the trends of design. I hope this article be helpful for the developments of businesses with traditional connotations in cosmopolitans.