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LUNAR NEW YEAR MUSIC FESTIVAL

Celebrating Asian Culture with food and music.

PROMPT

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Branding + Web Design

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As a Chinese designer I am proud to showcase this collaboration with Xi’an Famous Foods on their Lunar New Year Festival. This project’s main challenge was to create a concert brand that combines traditional Chinese culture with a modern look to speak to young Chinese Americans in New York. I created a logo mark that mimics the structure of Chinese characters with illustrations inspired by paper-cut folk work from Xi’an.

Header Design with Image Slider

XI'AN FOOD CULTURE

Xi’an is one of the oldest cities in China. With a vibrant food and history culture, there are a few iconic images everyone who has been to Xi’an remembers: its terra cotta warriors, spicy hand-pulled noddles, and laid back restaurants.

branding illustration sketches
Branding Illustration Sketches

LOGO DESIGN

Logo Design Variations
Logo Design Variations
Main Illustration
Main Illustration
Illustrations base on Xi’an culture.
Illustrations base on Xi’an culture.
Smart device web site design.
Smart device web site design.
Dashboard design process.
Smart device web site design.
Desktop web site design.
Desktop web site design.
Dropback design with LNYF logo.
Dropback design with LNYF logo.

TEAM

Sam Thurman Web Development
Yuchen Zhang Branding & UX Design
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