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.
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.