Wutou Hotpot · A street-food brand world.
A youthful restaurant identity for a Zhangzhou location, with three original characters connecting skewers, crayfish and desserts across packaging and store materials.
My work: Brand identity, character design and applications
Giving the restaurant a distinct personality
Wutou is a skewer hotpot brand originating in Chengdu. This project served a Zhangzhou location run by three friends, seeking a younger expression for its local audience. Red, hand-drawn characters and lively scenes combine street-food warmth with a comic-adventure atmosphere.
Three characters, three signature categories
Chuan Zai, Xia Xiao Di and Bing Xiao Mei represent skewer hotpot, crayfish and desserts. Costumes, props and personalities draw from those products, turning menu categories into recognisable brand characters. They work together in the key visual or separately for category-specific promotion.
From character concepts to everyday touchpoints
The full presentation includes the mark, key visual, character sketches and concepts, followed by tableware, bags, cups, packaging, bottles, tissue boxes, business cards and apparel. Consistent colour and character combinations carry the identity into ordering, dining and takeaway contexts.
The design in detail
9 original studies · Original proportions. Open images for a closer look.
Design focus
- Brand identity
- Character design
- Packaging
- Illustration