![](https://freight.cargo.site/t/original/i/336d740716a3164434b288a4683fc9854c16479da05766a68787e4de9538d297/201211_HuMa_00331-copy.jpg)
HuMa
Client: Huma
#Visual Identity # Digital
2020
Yunnan flavored food is fairly popular in China. Distinct from many other traditional restaurants in Shanghai, Huma committed to using a contemporary expression to continue the historical taste. The concept reflects in both the design for dishes and space. They asked me to design a typographical identity with a very specific requirement:none trendy or traditional. After conducting a lot of researches in classical calligraphy work, I decided to use the official script(隶书) as my inspiration, which is ancient and classic, just like Yunnan food. I offered this final typography solution with a timeless structure and contemporary treatment on strokes.
![](https://freight.cargo.site/t/original/i/80e785b880a2cb409e549fe57118205d248f6109d59073ff9a08285934aaf928/201211_HuMa_0082-copy.jpg)
![](https://freight.cargo.site/t/original/i/ecbf9b5f3fa4a9ba81ee6861b21203f9d5c3c2e2153f7b50393daa70796dd40f/1-copy-2.jpg)
![](https://freight.cargo.site/t/original/i/91f8c708d584f53142bbccb55b0a22406b507b3d2abb867d956f3e318b1edfb8/201211_HuMa_0219-copy.jpg)
![](https://freight.cargo.site/t/original/i/36ebd175eab9b84700bae08d54d85ec3fdfad5ad59502a00693a243ef69bf28d/c1.jpg)
![](https://freight.cargo.site/t/original/i/b374ccd56d8a3f7e6d98cfc196c5be3ca3ae241417620d57858ecb274d561a24/d2.jpg)
![](https://freight.cargo.site/t/original/i/74976f72dff2bf6bc51ab6b9291ac7127f9189a946ac85099513340570639acf/outside2-copy.jpg)