HuMa

Client: Huma
#Visual Identity # Digital

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.