Axigong
A goose character across restaurant touchpoints
Axigong centres its brand expression on braised goose, with food, ordering and storefront recognition as its main points of contact. The project turns the category into a goose character and extends it across menus, tableware, uniforms and signage, creating a continuous impression as diners choose and enjoy their food.
- Region
- Wenzhou, Zhejiang
- Industry
- Prepared food and dining
- Scope
- Visual identity · Brand applications
- Project year
- —
AChallenge
The Axi Gong presentation turns a prepared-goose food category into a goose character.
BThinking
Different poses and expressions appear on menus, items and promotional visuals, with a circular mark providing a compact alternative.
CDesign
Red-and-yellow and monochrome lettering directions are shown separately as different design possibilities.
DApplication
Menus, napkins, tableware, shirts and signage demonstrate combinations of character and name, without implying that every direction was adopted.
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