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3 book 3: e a st


001

一

book 3: e a st


002


1 2 3 4

Table of Contents

book 3: e a st

print items 046

030 restaurant details

interior views 014

004 restaurant layout

目 錄

003


004 06

四 0 0 九


RESTAURANT LAYOUT

1 1 r estau r a n t l ayou t

飯 館 佈 局

005 07

五 一 0 九


Land of pagodas

T he c u isi nes of Ji a n g s u, Z heji a n g, a nd F uji a n m a ke up t he E a s ter n reg ion res t au r a nt s. For more i n for m at ion a bout t he E a s ter n t r ad it ion s, see

Backg round. T he m a i n

color of t he E a s ter n res t au r a nt s i s a fa m i ly of cel adon s. E a s ter n pa r t of C h i n a, especi a l ly Ji a n g s u a nd Z heji a n g, a re k now n for t hei r beaut i f u l pa rk s, l a kes, a nd pa god a s. T he E a s ter n reg ion res t au r a nt s h i g h l i g ht s Pagoda Tables wh ic h create a sem i-enclosed, more i nt i m ate eat i n g e x per ience si m i l a r to rel a x i n g a nd soci a l i z i n g i n a t r ad it ion a l C h i nese pa god a. A lso k now n for it s el a bor ate wood c a r v i n g s, t he res t au r a nt u ses i nt r ic ate det a i ls i n it s d a rk wood f u r n it u re.

006

ĺ…­

n


background 1 r estau r a n t l ayou t

sh a ndong

a nhu i

ji a ngsu

zheji a ng

f u ji a n

sichua n

hu na n

gua ngzhou

007

north r egion

e a st r egion

sou th r egion

w est r egion 七


148 C el adon.L ight

Pa ntone: S 269-9 C: 25

M: 0

Y: 20

K : 15

R : 166 G : 198 B: 185

148 C el adon.Mediu m

Pa ntone: S 269-7 C: 35

M: 0

Y: 30

K : 25

R : 131 G : 172 B: 15 4

148 C el adon.Da rk

008

ĺ…Ť

Pa ntone: S 269-5 C: 50

M: 0

R : 94

G : 153 B: 132

Y: 40

K : 30


i Tab le w are

1 r estau r a n t l ayou t

餐 具

009

background


Restaurant Layout Brand Logo T he l ayout of t he res t au r a nt i s ba sed on t he

logo m a rk . T he d i n i n g

a rea is ci rc u l a r, wh i le t he k itc hen , res t room s, a nd of f ices a re i n t he per ipher a l a rea s a rou nd t he ci rc u l a r sec t ion. T he f loor desi g n of t he res t au r a nt u ses a n a bs t r ac t of t he logo m a rk , r at her t h a n t he l iter a l m a rk it sel f. T here a re t h ree si zes of t a bles, ba sed on t he

concept. T he sm a l les t

t a bles seat s 1– 3 people; t he ne x t si ze up seat s 4– 7 people; t he l a r ges t t a bles a nd pa god a t a bles seat 8 –10 people. n

010


layout Bar 凳子=

chair

凳子=

chair

凳子= chair

8–10 Pe r s o n Pa go d a Ta b l e 碗 = bowl

碟 = plate

chair 凳子=

茶杯 = teacup

chair

碗 plate

= bowl 碟

=

凳子=

碗 = bowl

碟 =

凳子= chair

碟 = plate

= teacup

茶杯

茶杯

= teacup

plate

茶杯 = teacup

茶杯 = teacup

碗 = bowl

碟 = plate

茶杯

= bowl

=

plate

= teacup

碟 = 碗

= bowl

plate

chair

凳子= chair 碗 = bowl

碟 = plate

凳子= chair

凳子= chair

Wa i t i n g A re a Fu r n i t u re

凳子= chair

8–10 Pe r s o n Ta b l e

凳子= chair

Fro n t D e s k

桌子 = table

4– 7 Pe r s o n Ta b l e

凳子= chair

Fro n t E n t ra n c e

凳子= chair

凳子= chair

1– 3 Pe r s o n Ta b l e

1 r estau r a n t l ayou t

= teacup

碗 = bowl

茶杯

凳子=

茶杯 = teacup

011

十 一


Ki t c h e n A re a

8–10 Pe r s o n Ta b l e (6 f t.)

1– 3 Pe r s o n Ta b l e (3 f t.)

R e s t ro o m A re a 4– 7 Pe r s o n Ta b l e (4 f t.)

Fro n t D e s k Bar Fro n t E n t ra n c e

Wa i t i n g A re a Ta b l e s Wa i t i n g A re a C h a i r s

8–10 Pe r s o n Pa go d a Ta b l e

012 O f f i c e A re a 十 二


凳=ch

air

凳= chair

air

air

凳=ch

凳= chair

凳= chair

凳=ch

air

air

凳=ch

凳= chair

air

凳=ch

air

凳=ch

凳=ch

燈= ligh t

凳= chair

凳= chair

燈= ligh t

r

凳 凳= chair

凳= chair

凳= chair

凳= chair

air

凳 凳= chair

凳=ch

air

chair 凳子

=chai

r

酒吧= bar

凳子=

凳子

=chai

r

chair

凳= chair

凳 凳=ch

凳子=

chair

凳子= chair

凳子= chair

凳=ch

air

=t

凳=ch

air

ab

le

凳子

=chai

r

凳 凳

凳 =chai

凳 凳子

t

r

air

=chai

凳=ch

凳子

ligh

燈=

凳= chair

le

ab

air

air

=t

凳=ch

凳=ch

t

凳= chair

ligh

air

r

凳 =chai

凳= chair

凳子

凳= chair

燈=

凳=ch

r

凳子= chair

凳= chair

=chai

air

凳子

chair

chair

凳=ch

air

凳 凳= chair

凳=ch

air

=chai

r

凳= chair

凳= chair

燈=

ligh

t

凳=ch

air

凳 燈=

ligh

t

凳= chair

凳= chair

凳= chair

凳=ch

air

凳=ch

air

凳=ch air

1 r estau r a n t l ayou t

凳子

凳= chair

air

凳子= chair air

凳=ch

chair

凳=ch

air

air

air

凳子=

凳=ch

凳=ch

凳子=

凳子=

凳=ch

凳= chair

凳子=

air

凳 凳= chair 凳= chair

凳= chair

凳=ch

凳= chair

凳= chair 凳= chair

air

凳=ch

凳=ch

air

air

凳= chair

air

凳=ch

凳=ch

air

凳 凳

凳= chair

凳= chair

凳=ch

凳= chair

凳= chair

凳=ch

凳= chair

凳= chair

凳= chair

t

凳 凳= chair

air

ligh

t

air air

凳= chair

凳=ch

燈=

燈=

ligh

凳=ch 凳=ch

凳=ch air

凳=ch

air

凳= chair

凳 凳

凳= chair

凳= chair 凳= chair

酒吧= bar 凳子= chair

凳= chair

凳= chair

013

十 三

凳= chair

layout


014 016

十 0 四 0 九


Restaurant Views

2 2 r estau r a n t v ie w s

飯 館 意 見

015 017

一 十 五 0 九


restaurant views exterior + interior

T he fol low i n g spread s show d i f ferent sec t ion s a nd element s of t he res t au r a nt e x ter ior a nd i nter ior, i nclud i n g t he f ront door, t he w a it i n g a rea, t he d i f ferent si zes of t a bles, a nd a side v ie w of t he i n side ci rc u m ference w a l l. Educ at ion is a ke y fac tor i n t he

br a nd. For t h i s rea son , t he i nter ior of

t he res t au r a nt cont a i n s i n for m at ion a bout C h i nese c u i si ne a nd c u lt u re. T he w a it i n g a rea g ives a br ief s y nopsis a bout t he reg ion a l c u i si ne, a s wel l a s h av i n g a m ap det a i l i n g f rom where t he res t au r a nt’s c u isi ne s tem s. T he w a l l a rou nd t he res t au r a nt i s decor ated w it h scrol ls ba sed on t he C hinese Foodnotes book s, creat i n g a ch ronolog ic a l t i mel i ne of food t h at ci r c les a rou nd t he res t au r a nt.

016

十 六

n


6 f t.

f r on t d o or

017

十 七

2 r estau r a n t v ie w s

exterior


guangdong Cuisine

浙 江

福建 = Fujia n

浙江 = Zhejiang

江蘇 = Jiangsu

wa i t i ng a r e a / wa l l 1

江 蘇

guangdong Cuisine

福 建

6 f t. guangdon g Cuisin e


interior giving rise to the different st yles of food across the nation. The eight schools, known as the Eight Great Traditions, can be grouped into four geographical regions: Nor th (A nhui and

2 r estau r a n t v ie w s

Regional and cultural differences var y greatly within China,

Shandong cuisines); East (Zhejiang, Jiangsu, and Fujian); South (Guangzhou/Cantonese); West (Sichuan and Hunan).

019 wa i t i ng a r e a / wa l l 2 ĺ? äš?


碗 = bowl

碟 = plate 茶杯 = teacup

碗 碟

=

pla

te

l = bow 碗 = bow l

碟 = 碟 = plate

cup

= tea

茶杯

茶杯

cup = tea

te

pla

碗 = bowl

茶杯 = teacup

茶杯 = teacup

茶杯= teacup

碟 = plate cup

碗 = bowl

= bow l

=

pla

te

cup = tea

茶杯

= tea

茶杯

碟 = pla 碗

l = bow

te 茶杯 = teacup

碗 = bowl

碟 = plate

020 8 –10 p e r s on t a bl e / t op v i e w 二 十


interior 2 r estau r a n t v ie w s 021 8 –10 p e r s on t a bl e / si de v i e w 二 十 一


碗 碟

=

pla

te

l = bow 碗 = bow l

碟 =

= bow l

=

pla

te

cup

= tea

茶杯

茶杯

= tea

cup

cup

= tea

茶杯

茶杯

= tea

cup

te

pla 碟

= 碗

l = bow

te

pla

022 4 – 7 p e r s on t a bl e / si de + t op v i e w 二 十 二


interior 碗 = bowl 碟

= plate

茶杯

= teac up

茶杯 = teacup up = teac

= bowl

碟 = plate

2 r estau r a n t v ie w s

碟 = plate 茶杯

= bowl

023 1– 3 p e r s on t a bl e / si de + t op v i e w 二 十 三


6 f t.

024 pa g od a t a bl e / si de v i e w 二 十 四


碟 = plate

= teacup

碗 = bowl

茶杯 = teacup

碟 = plate

茶杯

= teacup

=

plate

2 r estau r a n t v ie w s

茶杯

= teacup plate

茶杯 =

= teacup

碟 = plate 碟

茶杯

茶杯 = teacup

= bowl

plate 碗

= bowl

=

碗 = bowl

= bowl

= bowl

碗 = bowl

碗 = bowl

茶杯 = teacup

碟 = plate

pa g od a t a bl e / t op v i e w

025

二 十 五

茶杯 = teacup

碟 = plate

interior


6 f t.

026 c i r c u m f e r e nc e wa l l / si de v i e w 二 十 六


027

二 十 七

2 r estau r a n t v ie w s

interior


6 f t.

028 b a r / si de v i e w 二 十 八


=ch

凳子= chair

凳子 =ch

air =ch 凳子

air =ch 凳子

凳子= chair

2 r estau r a n t v ie w s

凳子 air

air

凳子 =ch air

凳子

=ch

air 凳子= chair

b a r / t op v i e w

029

二 十 九

凳子

=ch

air

凳子

=ch

air

凳子= chair

interior


030 032

三 0 十 0 九


Restaurant details

3 3 r estau r a n t deta ils

飯 館 詳 情

033 031

三 一 十 0 一 九


032

三 十 二

h In s p ira t io n

靈感


i Ins p ira t io n

3 r estau r a n t deta ils

靈 感

033

三 十 三

inspiration


restaurant details zooming in

T here a re m a ny decor at ive a nd educ at ion det a i ls i n t he res t au r a nt. Some element s a re obv iou s, wh i le ot her s a re more s u bt le. T he t a ble set t i n g of t he 4– 6 per son t a ble, for e x a mple, m i m ic s t he logo m a rk . W h i le mos t m i g ht not m a ke t h at i m med i ate con nec t ion , t he feat u re s u bcon sciou s ly rei n for ces t he m a rk . T he C h i nese ch a r ac ter element i s brou g ht i n whene ver pos si ble. C h i nese c h a r ac ter s w it h t hei r E n g l ish t r a n sl at ion s a re l a bel led on eat i n g uten si ls, pl ates, bowls, f u r n it u re, etc.

034

三 十 四

n


碟 = te

pla

cup

= tea

=

te

pla

l = bow

杯 茶

cup = tea

=

te pla

3 r estau r a n t deta ils

cup = tea

cup

杯 茶

= tea

te pla

= bow l

=

= bow l

l = bow

4 – 6 p e r s on t a bl e se t t i ng / t op v i e w

035

三 十 五

details


food carrier baskets serving platters

Non-soup ba sed d ishes a re brou g ht to t he t a bles i n t r ad it ion a l food c a r r ier ba s ket s. T he ba s ket s a re m ade up of sh a l low ba s ket l ayer s a nd c a n be s t ac ked to f it i nto t he h a nd le. Si n g le l ayer s c a n a lso be brou g ht i nd iv idu a l ly to t he t a ble. T he E a s ter n reg ion res t au r a nt u ses l acq uered wooden food ba sket s w it h t he educ at ion a l C h i nese c h a r ac ter element i ncor por ated i nto t he l id.

食 籃 036 f o od c a r r i e r b a sk e t 三 十 六

n


details 3 r estau r a n t deta ils

6 f t.

037 f o od c a r r i e r b a sk e t a t t a bl e 三 十 七


038

三 十 八


uniforms

res t au r a nt s a re bl ac k w it h colored

det a i ls. T he d i f ference bet ween t he u n i for m s l ie i n t he m ater i a ls f rom wh ic h t he y a re m ade. T he E a s ter n reg ion of C h i n a i s wel l k now n for t hei r produc t ion of f i ne si l k ; t herefore, t he u n ifor m s of

’s E a s ter n res t au r a nt s a re m ade of bl ac k si l k w it h accent s of

148.G old a nd 148.C el adon. T he desi g n of t he u n i for m s i s ba sed on t r ad it ion a l C h i nese men s’ a nd women s’ c lot h i n g.

n

3 r estau r a n t deta ils

T he u n i for m s for t he a l l t he

details

work staff

039 r e s t au r a n t u n i f or ms (o p p o s i t e p a ge) 三 十 九


040

t a bl e wa r e

四 十 碟 = plate

碗 = bowl

碟 = plate


t a bl e wa r e

041

四 十 一

茶杯 = teacup

3 r estau r a n t deta ils

details


燈= light light

燈 燈= light

燈= light

燈= light

燈= light

h a ngi ng l igh t / t a bl e l a m p / f l o or l a m p


details 3 r estau r a n t deta ils 043 t a bl e s / t op v i e w + si de v i e w 四 十 三


凳子= c hair

凳 = chair

044 c h a i r s / t op + si de v i e w s 四 十 四


details 3 r estau r a n t deta ils

凳 = chair

045 c h a i r s / t op + si de v i e w s 四 十 五


046

四 十 六


restaurant print items

4 4 r estau r a n t pr in t items

打 印 項 目

047

四 十 七


restaurant menu menu book

T he menu s at

res t au r a nt s ser ve t he pu r pose of l i s t i n g d i s hes a s wel l

a s educ at i n g. Desi g ned i n t he s a me s t yle a s t he C hinese Foodnotes book s, t he menu s cont a i n i n for m at ion a bout t he c u i si ne a nd i nteres t i n g fac t s a bout t he d i s hes. T he cover of t he menu s a re m ade of t he s a me k i nd of wood a s eac h res t au r a nt s pr i m a r y f u r n it u re, wh ic h a re d i s t i nc t f rom one a not her a nd represent at ive of eac h reg ion s loc a l wood produc t s /s uppl ies. W hen pos si ble a nd appl ic a ble, t he d i s hes come i n t he si zes of 1, 4 , or 8, represent i n g sm a l l, med iu m , a nd l a r ge si zes.

048

ĺ›› ĺ? ĺ…Ť

n


4 r estau r a n t pr in t items

i Me nu D e tai l 菜 單 詳 細

049

四 十 九

Print Pieces


h Me nu D e t ai l

050

五 十

菜單詳細


4 r estau r a n t pr in t items

i Me nu D e tai l 菜 單 詳 細

051

五 十 一

Print Pieces


052

五 十 二


m e n u sp r e a d s

053

五 十 三

4 r estau r a n t pr in t items

PRINT PIECES


restaurant business cards playful + informative T he

R es t au r a nt bu si nes s c a r d s i ncor por ate t he educ at ion element of

t he C h i nese ch a r ac ter s w it h E n g l i s h t r a n s l at ion s of food item s on t he f ront side of t he c a r d. E ach reg ion a l res t au r a nt h a s at lea s t fou r d i f ferent fold out c a r d s w it h d i f ferent food i m a ges, T he i nter ior cont a i n s tec h n ic a l i n for m at ion (res t au r a nt add res s, phone, fa x , etc.). n

054

äş” ĺ? ĺ››


Zami Vila He a d C h e f 82 Ne w bu r y St r e e t C a m br id g e, m a 02119 t: 617.8 76.2 2 32 f: 617.8 76.2 2 3 3 z v i l a@148R e s t au r a nt s.c om

Print Pieces i n.

4 r estau r a n t pr in t items

3.5

1 48R e s t au r a nt s.c om

4

i n.

055 r e s t au r a n t c a r d / i n si de (a b o v e) 五 十 五


056

五 十 六 ࠥ② = garlic

ᾖቨ = jujube

ࠥ ② ╅⎫ = blueberry

╅ ⎫

ᾖ ቨ


i R e s taurant C ard s

4 r estau r a n t pr in t items

餐 飲 業 卡

057

五 十 七

Print Pieces


C op y r i g h t © 2010 b y B e t h S h u i-Ya n Won g. R e s t a u r a n t E x p e r ie n c e: E a s t. A c a de m y of A r t Un i v e r s i t y, S a n F r a n c i s c o, c a , S c h o ol of G r a p hi c D e s i g n , m fa pr o g r a m . No p or t ion of t h i s b o ok m a y b e r e pr o d u c e d w i t h o u t w r i t t e n p e r m i s s ion f r om B e t h S h u i-Ya n Won g. C on t a c t e m a i l : b e t h s w on g @ y a h o o.c om . n 058

五 十 八



148 East Restaurant