Life of Chi
Nexty was engaged by the client to come with a name for their new Chinese hotpot restaurant. Life Of Chi works on many levels and captures the life force energy that comes from consuming the traditional Chaoshan hotpot. It is a twist on the phrase “Life of Pi -“a hugely successful 2012 Hollywood movie by film director and screenwriter Ang Lee. It is also a contrasting pun using the word “life”, along with the word ‘Çhi’ – the circulating life energy that in Chinese philosophy is thought to be inherent in all things. It also works as an abbreviation of the phrase “Life of China”, where we abbreviate the word China to simply “Chi”.
The logo design starts with minimalist geometric shapes. The concept was to surround the furnace, and the text around geometric shapes, circles, and squares, symbolising customers drinking around a table.
The combination of the line and surface coincides with the interior decoration structure. A circle with square makes richer changes as supporting graphics through different variations and combinations.
The overall design demonstrates the restaurant’s Zen through changes in structure and deconstruction. In addition, the graphics use simple line patterns together with hand-drawn illustrations to show the quality of the new Chinese restaurant and its exquisite modern appeal.