La Xiang Restaurant Branding Identity

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Logo design, as part of branding identity, is the very soul of a brand. My client, La Xiang Restaurant, is a newly opened Sichuan cuisine restaurant based in Food Plaza PIK, North Jakarta. During the four months it opened, sales had been steady. Other than creating their restaurant logo design when they were about to launch their restaurant, I was also given the task to handle their social media marketing strategy, raise brand awareness, and educating target customers about their special dish, Ma La Xiang Guo, which is not very well-known in Indonesia, and has a peculiarly stinging, fragrant, flowery, and spicy taste.
We conceived the idea to hold food blogger gathering event. We invited 8 food bloggers and instagrammers to taste-test at La Xiang Restaurant. I created booklet design, notebook design, and La Xiang restaurant website as a part of preparation.
I am glad to report that the week after the gathering was held, my client reported that La Xiang sales increased 150%.

La Xiang Restaurant was established in early 2017, first strictly as food delivery. After some months doing delivery and met with considerable success, Tantiko and Novi Lie, the owners of La Xiang brand, decided to follow market’s many wishes and opened an offline restaurant at Food Plaza PIK, Jakarta.

La Xiang Restaurant sells Ma La Xiang Guo, a Sichuanese dish famous for its use of dried chilies and Sichuan peppercorn, which gives rich flavors from pungent, fragrant, flowery, stinging, spicy, sweet, and salty. La Xiang Restaurant is a strictly halal restaurant, using oil made from beef broth and fresh spices imported directly from Sichuan.


My first task, is, of course, to create La Xiang logo. La in Mandarin means ‘spicy’, while Xiang means ‘hometown’. The logo concept:

  • The logo must have Chinese elements to showcase it is Chinese dish. I accomplished this using Chinese characters as part of the logo.

  • The moon came from Chinese famous poet, Li Bai, and his poem “Thoughts in a Clear Night”. It goes: ‘The moon shines bright upon my bed, methinks ’tis frost upon the earth. I hold my head and watch the moon, and miss the scene of my hometown.’ The moon, for Chinese, is identical with one’s hometown, thanks to Li Bai’s lines.

  • The stamp-seal figure in the middle-right side is the representation of Taotie, the legendary human-eater monster, known as gourmet lovers and one of the nine dragon sons. Taotie is commonly used as decorations for eating utensils.

The booklet design is given as part of the goodie bag for good bloggers, and functioned as mini company profile, telling the history of La Xiang and explanation about Ma La Xiang Guo dish.