Heritage Restaurant Branding for Contemporary Shandong Cuisine
Fumaozhai Restaurant Brand Identity and Packaging
Fumaozhai is a historic restaurant rooted in Boshan's Shandong cuisine tradition. The project needed to preserve the character of a long-established dining institution while presenting its recipes, hospitality and cultural heritage to a contemporary audience.
RDA developed a restaurant brand identity that connects visual language, food packaging and spatial applications. Traditional references are interpreted with restraint, giving Fumaozhai a recognisable system across dining environments, takeaway products and customer communication.
- Restaurant Brand Strategy and Identity
- Food Packaging Design
- Spatial Brand Application
Founded in the late Qing Dynasty in 1869, Fumaozhai Restaurant reopened its doors in 2001 within a traditional courtyard house on Qinglong Mountain in Boshan, preserving its time-honored practices of intimate seating arrangements, authentic ingredients, and fairness to all patrons.
Influenced by the culinary culture of Boshan, the birthplace of Lu cuisine, Fumaozhai has become a flagship of the local food scene, witnessing urban transformations and preserving the essence of a century’s culinary culture.
