37 xiang
WEBSITE REDESIGN FOR A SEAFOOD AND HOTPOT RESTAURANT
Starting off with the logo design, I began the complete rebrand for 37 Xiang. They were a traditional hotpot restaurant located in Queens, NYC, that had been long established in the community. Although, they had completed renovations on their brand new interior and exterior look, and now needed their brand to embody that.
With a deep emerald and soft gold color palette, I wanted the brand aesthetic to ooze sleek royalty. For the digital experience to match the physical one. While the tradition and culture is brought in by the Chinese characters peppered through the entire website
bringing THE interior design to life through a graphic visual identity
The 37 Xiang restaurant’s innovative interior design mimics the style of alleyway restaurants while adding a sleek and contemporary twist. The dining experience is elevated through the traditional slant roofs and individual dining sections. The website’s visual style uses these interiors in the form of graphic elements that root the virtual experience in the physical ambience.
