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3 book 3: sou th


001

一

book 3: sou th


002


1 2 3 4

Table of Contents

book 3: sou th

print items 050

030 restaurant details

interior views 014

004 restaurant layout

目 錄

003


004


RESTAURANT LAYOUT

1 1 r estau r a n t l ayou t

飯 館 佈 局

005


Cantonese variety

T he c u isi ne of G u a n g z hou m a kes up t he Sout her n reg ion of c u i si ne. A lso k now n a s C antonese c u isi ne, t he food s f rom t h i s a rea d r aw s upon a g reat d iver sit y of i n g red ient s a s G u a n g don g h a s lon g been a t r ad i n g por t, br i n g i n g it m a ny i mpor ted food s a nd i n g red ient s. For more i n for m at ion a bout t he Sout her n t r ad it ion s, see

Backg round. T he m a i n color of

t he Sout her n res t au r a nt s i s a fa m i ly of blues. Sout her n C h i nese c u isi ne i s k now n for it s v a r ied i n g red ient s, cook i n g tec h n iq ues, a nd f l avor s. Perh aps due to t he hu ge r a n ge of food opt ion s, t he sm a l l pl ates s t yle of eat i n g i s prom i nent i n t h is a rea. Dim sum h a i ls f rom G u a n g z hou. To h i g h l i g ht t h i s s t yle of eat i n g, t he Sout her n reg ion res t au r a nt s a re ba sed on n i g ht m a rket a nd c a nt i n a s t yle d i n i n g.

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 Blue.L ight

148 Blue.Mediu m

148 Blue.Da rk

Pa ntone: S 238-3 C: 80

M: 5

R : 0

G : 134 B: 159

C: 90

M: 5

R : 0

G : 129 B: 152

Y: 20

K : 30

Pa ntone: S 242-1 R : 0

ĺ…Ť

K : 30

Pa ntone: S 238-2

C: 100 M: 0

008

Y: 15

Y: 20

G : 117 B: 140

K : 40


i Me nu D e tai l

1 r estau r a n t l ayou t

菜 單 詳 細

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 ble 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 ble seat s 8 –10 people. B ec au se t heSout her n

res t au r a nt s a re ba sed on sm a l l pl ate a nd c a n-

t i n a s t yle d i n i n g, t here i s a mple cou nter seat i n g a rou nd t he res t au r a nt. n

010


layout Bar

nter

案子 = counter

ar

= cou

=b

Cooking Station 案子

酒吧

酒吧 =ba

案子

r = cou

酒吧

=ba

r

nter

酒吧 = ba

nter

案子 = counter 凳 =c hai r

Fro n t E n t ra n c e 凳=

1 r estau r a n t l ayou t

案子

= cou

nter

r

案子 = cou

1– 3 Pe r s o n Ta b l e

chair

= chair

Fro n t D e s k

凳 =c hai r

4– 7 Pe r s o n Ta b l e

凳 =c hair

凳 =c hai r 凳 =c hai r

Wa i t i n g A re a Fu r n i t u re c hai 凳=

凳=

c hair

r

凳=c hair

8–10 Pe r s o n Ta b l e

凳=c hai r

凳=c hai r 凳= chai r

凳= chai r

凳子= chair

凳子= chair

凳子= chair

凳子= chair

凳子= chair

凳子= chair

凳=c hai r

Counter Seating

Light Signs 011

十 一


O f f i c e A re a

4– 7 Pe r s o n Ta b l e (4 f t.) 8–10 Pe r s o n Ta b l e Ki t c h e n A re a

1– 3 Pe r s o n Ta b l e (3 f t.)

Cooking Station

Light Signs Bar

Counter Seating

R e s t ro o m A re a

Fro n t D e s k 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

Fro n t E n t ra n c e


ir

le

=cha

ir

ab

凳子

=t

ir

cha

cha

=

=

cha

ir

=

凳子

凳子

=

cha

ir

凳子

凳子

=cha

ir

凳子

=cha

ir

凳子

=cha

ir

凳子

=cha

ir

凳子

=cha

ir

凳子 =cha ir

凳子

=cha

ir

凳子 =cha ir

凳=c

凳=c

hair

hair

= counter 案子 = counter

凳子

ir

hair

凳= chair

=

=

r

nte

nte

cou

cou

r

凳= chair

凳=c

凳=c

hair

hair

chair

案子 = counter

= counter

凳=c hair

凳=c

凳=c

hair

hair

=

r

nte

nte

cou

cou

=

r

凳=

chair

案子

= counter

凳=c

凳=c

hair

hair

= counter

案子

chair

凳= chair

= counter

chair

凳子 =cha ir

凳子 =cha ir

凳= chair 凳= chair

凳=c hair

凳= chair

凳=c

凳=c

hair

凳=c

hair

凳=c

hair

hair

凳= chair

凳= chair

1 r estau r a n t l ayou t

riahc = 凳

凳= chair

凳=

案子

案子

=cha

凳= chair

凳子

凳=c

hair

hair

hair

ir

凳=c

hair

chair

凳=c

凳=c

凳=c

=cha

= counter

凳子

凳= chair

案子

= counter

凳= chair

ir

r

案子

hair

hair

=cha

nte

r

凳=c

凳=c

凳子

凳= chair

cou

nte

r hair

hair

=

cou

凳= chair

凳=c

凳=c

=

hair

chair

案子

chair 凳=

= counter = counter 凳=

案子 hair

酒吧 chair 凳=

凳= chair

凳= chair

chair 凳=

r =ba chair

hair

= counter

凳=c

凳=c

凳=c

案子

r

r

=ba

nte

酒吧

cou

r

=

= counter

= counter 凳= chair

案子 hair

hair

案子

凳= chair

r

=凳

nte

=ba

凳=c

凳=c

= counter

案子

凳=

hair

cou

酒吧

凳=c

=

凳= chair

hair

案子 凳=c

案子 hair

hair

凳= chair

凳=c

凳=c

凳= chair

凳= chair 凳=

hair

凳=

凳=c

凳= chair

凳=

hair

hair

=ba hc

hair

凳=c

凳=c

ria

凳=c

凳= chair

凳子 =cha ir

凳= chair

凳子 =cha ir

凳子 =cha ir

= counter 凳子

ir

=cha ir

酒吧

凳子 =cha ir 凳子 =cha

凳子 =cha ir

凳子 =cha ir

凳= chair

013

十 三

凳=c

凳=c

hair

凳=c

hair

凳=c

hair

hair

凳=c

凳=c

hair

hair

凳子 =cha ir

凳子 =cha

凳子

ir

=cha ir

凳子

=cha

ir

凳子

=cha

ir

凳子

凳子

=cha

=cha

ir

ir

=cha ir

=cha

ir

凳子

=cha

凳子

凳子

ir

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

十 五


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 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 l a r ge pos ter s of food s f rom G u a n g z hou, ba sed on t he C hinese Foodnotes book s. T he faded pos ter i m a ges s uppor t t he concept of t he Sout her n res t au r a nt s’ c a nt i n a a nd s t reet food s t yle eat i n g. n

016

十 六


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


廣東省 =Guangdong

6 f t.

廣 東 省 guangdong Cuisine

018 wa i t i ng a r e a / wa l l 1 十 八

guangdong Cuisine

guangdong Cuisine


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 Shandong cuisines); East (Zhejiang, Jiangsu, and Fujian);

2 r estau r a n t v ie w s

Regional and cultural differences var y greatly within China,

South (Guangzhou/Cantonese); West (Sichuan and Hunan).

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


020 8 –10 t a bl e / t op v i e w 二 十


interior 2 r estau r a n t v ie w s 燈 = light

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


燈 = light

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


interior 2 r estau r a n t v ie w s 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 c o ok i ng s t a t ion / si de v i e w 二 十 四


2 r estau r a n t v ie w s

te r

te r

un

un

= co

= co

案子

= co

un

te r

案子 = counter

案子

= co

un

te r

c o ok i ng s t a t ion / t op v i e w

025

二 十 五

案子 = counter

interior


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

GINGER

MUSTARD SEED

SORGHUM

BLUEBERRIES

6 f t.


027

二 十 七

燈 = light

燈 = light

LEEKS

DRIED MUSHROOMS

TEA

SALT

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


interior chair

酒 吧

= ba

r

凳子=

吧 酒 r

凳子

=ch

air

= ba

=c

hai

凳 子

= ba

hai

=c

r

r

=ch

air

r 凳子 =ch air

凳子 =ch air 凳子= chair

凳子=

凳子= chair

chair

2 r estau r a n t v ie w s

= ba

凳子

r

029 b a r / t op v i e w 二 十 九


030

三 十


Restaurant details

3 3 r estau r a n t deta ils

飯 館 詳 情

031

三 十 一


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


details 3 r estau r a n t deta ils 035 4 – 6 p e r s on t a bl e se t t i ng / t op v i e w 三 十 五


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 foo 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 Sout her n reg ion res t au r a nt u ses pl a i n ba m boo 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 for m wh ic h t he y a re m ade. ’s Sout her n res t au r a nt u n i for m s a re m ade of bl ac k cot ton w it h accent s of 148.G old a nd v a r iou s 148.Blue color s. 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 inese clot 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


碗 = bowl

040 t a bl e wa r e 四 十


3 r estau r a n t deta ils

筷子 =ch opsticks

筷 子

t a bl e wa r e

041

四 十 一

details


h Tab l e S e t t in g

042

四 十 二

餐 桌佈置


i Te a S e t

3 r estau r a n t deta ils

茶 具

043

四 十 三

details


燈 = light

044 h a ngi ng l igh t / t a bl e l a m p 四 十 四


details 3 r estau r a n t deta ils 6 f t.

045 di r e c t ion l a m p s / si de + t op v i e w 四 十 五


6 f t.

046 f r on t de sk / t op v i e w + si de v i e w 四 十 六


details 3 r estau r a n t deta ils 047 t a bl e s / t op v i e w + si de v i e w 四 十 七


凳 凳=c hair

048 c h a i r s / t op + si de v i e w s 四 十 八


details 3 r estau r a n t deta ils

凳 子

049 c h a i r s / t op + si de v i e w s 四 十 九


050

五 十


restaurant print items

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

打 印 項 目

051

五 十 一


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 h i nese Food notes 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 for m 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 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.

052

äş” ĺ? äşŒ

n


4 r estau r a n t pr in t items

i Me nu D e tai l 菜 單 詳 細

053

五 十 三

Print Pieces


h Me nu D e t ai l

054

五 十 四

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

055

五 十 五

Print Pieces


056

五 十 六


m e n u sp r e a d s

057

五 十 七

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 on 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 s /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

058

äş” ĺ? ĺ…Ť


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.

059 r e s t au r a n t c a r d / i n si de (a b o v e) 五 十 九


060

六 十 藍莓 = blueber ry

藍 莓 茶杯 = tea cup

白菜 = bok choy

蘑菰 = mushroom

白 菜 香 菰

茶 杯


i R e s taurant C ard s

4 r estau r a n t pr in t items

餐 飲 業 卡

061

六 十 一

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: S o u t h . 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 062

六 十 二


065

0 0 九


066

0 0 九


148 South Restaurant