Pure Green
Pure Green is a visual identity for a hotpot restaurant brand in Chongqing. The green color of fresh pepper hotpot is used as the brand color, in contrast with the red that is common in the local market. A character image named Mobee forms the central symbol of the identity. Mobee combines a positive circle and a negative cross element. Mahjong tiles replace the facial features to express independence, mystery and vitality. The brand symbols are applied across diverse forms and media, with the aim of bringing the brand closer to young consumers.
Pure Green Visual Identity by Xinqi Liu has been identified as an exceptional illustration of communication design by the A' Design Awards. Pure Green Visual Identity received the Iron A' Design Award in Graphics, Illustration and Visual Communication Design in 2020. The A' Graphics, Illustration and Visual Communication Design Award is a juried, academic and highly prestigious design prize which rewards outstanding design of logos, posters, infographics, brochures, packaging designs, business cards, book covers, billboards and more.
