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rènzhēn

 饪臻
This is a visual identity system designed for a fast-food stir-fry restaurant called "饪臻" (rènzhēn), which phonetically translates to "认真" (rènzhēn) in Chinese, meaning "serious" or "earnest." "认真" (rènzhēn) represents the central ethos followed by this fast-food establishment, encapsulating a commitment to craftsmanship and a return to simplicity in the fast-paced modern life, emphasizing the genuine taste.
In terms of design, the typeface utilizes textured strokes reminiscent of letterpress printing, emphasizing a rustic and back-to-basics sensibility. The character shapes are square and robust, akin to clerical script, conveying a grounded and meticulous attitude. The choice of materials includes various recycled papers and rice paper as display mediums, highlighting sustainability. In the selection of printing techniques, in addition to traditional machine printing, manual techniques like rubbing and screen printing are employed to express text and imagery, aligning with the core concept of "真" (genuine).

Client:  rènzhēn
客户： 汕头饪臻
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　　　　　　这是为名为“饪臻”的一家快餐小炒店设计的视觉系统，饪臻在中文中的谐音为“认真”Rènzhēn，而“认真”是这家快餐店遵循的中心主旨，背后也蕴含着匠心和在快节奏生活下返璞归真，品尝“真”味的初衷。
　　　　　　在设计上，字体使用形似活版印刷的拓印笔触，凸显拙气与回归质朴的初心；字形比例如隶书一般方正有力，沉实严谨。是态度的展示。在材质的选择上，使用了不同的再生纸与宣纸作为展示载体；印刷工艺的选择上，除了传统的机器印刷之外，还使用了拓印与丝网印刷的手工艺进行文字与图像的表达，呼应“真”的主旨。