Lizhen: From Guangdong Roots to Modern Plates
荔珍酒楼：视觉设计赋能餐饮，打造新时代粤菜代表
Lizhen Cantonese Restaurant in Zibo introduces authentic Cantonese cuisine to northern China with fresh ingredients delivered directly from Guangdong. Upholding the philosophy of “Authentic Guangdong Taste in Everyday Life,” Lizhen sought to merge rich cultural heritage with modern dining aesthetics.RDA was challenged to strike a balance between tradition and contemporary expression. The goal was to craft a brand system that both honors Cantonese culinary roots and appeals to a modern audience in Shandong. This required an integration of cultural symbols with a refined, current visual language.
淄博荔珍粤菜酒楼是一家专注于呈现地道广东粤菜的餐厅，致力于为山东的食客带来最正宗的粤菜体验。餐厅坚持采用由广东直送的新鲜食材，以保证菜品的纯正口感与高品质健康。荔珍酒楼以“人间烟火气，地道广东味”为核心理念，在提供美味的同时，也传递粤菜文化的精髓。品牌希望通过精致的空间设计与独特的视觉形象，将正宗的粤菜风味与现代审美完美融合，成为山东地区粤菜餐饮的代表。荔珍粤菜酒楼的设计风格以传统粤菜文化为基础，融合现代简约与精致典雅的元素。品牌视觉体系以绿色与红色撞色为主色调，象征新鲜与活力。空间设计注重舒适与雅致，以工业现代风与精美的中式花纹点缀，营造出既高端又充满烟火气的用餐氛围。品牌标识结合了岭南文化的典雅书法与现代字体设计，展现出传统与现代的和谐共存，传达出荔珍酒楼对地道粤菜的坚持与创新。
- 品牌识别设计
- 空间视觉设计
- 品牌传播设计
Background
Located in Zibo, Lizhen Cantonese Restaurant aims to bring authentic flavors of Guangdong to the local dining scene. With a commitment to the philosophy of “Everyday Life, Authentic Guangdong Taste,” Lizhen not only preserves culinary tradition through ingredients and technique but also seeks to express its brand culture through thoughtful design. The restaurant envisioned a space where heritage and modernity coexist seamlessly.
荔珍粤菜酒楼立足淄博，旨在为本地食客呈现最地道的广东风味。品牌坚持以“人间烟火气，地道广东味”为核心理念，不仅在食材和技艺上传承粤菜精髓，也希望通过设计与美学语言传达品牌文化，树立粤菜在山东地区的新形象。荔珍希望借助空间与视觉的塑造，打造一处既能体验岭南风味又契合现代审美的高品质餐饮场所。
Challenge
The key challenge for RDA was to maintain the authenticity of Cantonese culture while creating a brand identity that feels both modern and regionally relevant. Cantonese cuisine carries deep heritage, but its subtleties can be lost on northern audiences. The task was to translate “authenticity” and “quality” through visual and spatial language, ensuring cultural richness is both accessible and compelling.
RDA面临的核心挑战，是如何在传承粤菜传统的同时，赋予品牌更具现代感和区域辨识度的形象系统。粤菜文化厚重但不易被北方市场直接理解，如何通过视觉和空间语言让消费者迅速感知“正宗”与“品质”，成为此次品牌设计的重要课题。设计需要在文化符号、色彩语言与空间体验之间达成平衡，传达出荔珍的专业性与文化深度。
Solution
RDA created a brand identity that merges the elegance of Lingnan calligraphy with clean, modern typography. The space design blends industrial aesthetics with traditional Chinese detailing—contrasting wood textures, metal elements, and decorative patterns. A green-and-red color palette symbolizes freshness and energy. The result is a brand system that visually communicates both tradition and innovation.
RDA以岭南书法艺术与现代字体结构融合，打造兼具文化厚度与设计张力的品牌标识。空间设计在工业现代风格中融入中式细节，以木质肌理、金属材质与传统图纹并置，形成独特氛围。绿色与红色作为主色调，象征新鲜食材与餐饮活力。整体视觉系统兼顾视觉冲击与文化表达，让荔珍在品牌塑造中既传承传统，也走向当代。
RDA.Studio
Re-Define Aesthetics.
RDA specializes in brand identity, commercial space design, and digital marketing with a focus on essentialism and international design aesthetics. We create emotionally resonant brands that drive business success. Beyond design solutions, we uncover brand potential through strategic positioning and innovation, delivering lasting value in competitive markets. Whether domestic or global, RDA offers expertise to shape a promising future for your brand. Contact us to start your branding journey.
塑造品牌，定义领先。RDA以极致和国际主义的设计风格为企业提供品牌形象识别设计VI系统，商业空间设计和数字营销设计服务。塑造感动人心的品牌和体验，让品牌成为驱动商业向前的力量。辉盛不仅是设计解决方案的提供者，更是品牌潜力的开掘者。我们通过深度的策略定位和创新设计，致力于在竞争激烈的市场中为品牌塑造独特而持久的价值。无论是在国内还是国际舞台，辉盛都以其独特的视角和专业能力，为品牌的未来指引方向。 联系我们开启品牌之路:
