福见玉山堂 FUJIAN YUSHANTANG

福见玉山堂

FUJIAN YUSHANTANG

Category

Brand Identity

Year

2026

Client 

Li Zhaoqi

Industry

Traditional Dining / Restaurant

Designer

Aaron Zhao

「福见玉山堂」是位于北京的福建菜餐厅，以福建地域饮食与文化为品牌根基，希望在北方城市的日常语境中，呈现一份来自福建的独特人文气质。品牌视觉从福建文化中提取线索，并以当代设计重新组织。品牌名称取意于福建书法家伊秉绶的书法艺术，设计提取其书写中舒展、厚重而富有秩序感的结构特征，对笔画与字形进行重新演绎，形成一套具有品牌独特性的现代字体。传统书法由此不再只是名称的出处，而成为贯穿整个视觉系统的核心语言。砖红色来自福建传统建筑熟悉的色彩印象。温暖而沉着的色调，为品牌建立起鲜明的地域记忆，也与福建饮食所具有的温度与烟火气产生自然联系。视觉系统进一步从福建花砖中寻找图形语言。设计提取传统花砖的几何结构，经过简化、重组与比例调整，形成12组专属纹样，并在线条与色块之间建立不同的视觉变化，让传统装饰以更加简洁、自由的方式进入当代品牌空间。从伊秉绶的书法，到福建民居的砖红，再到花砖的几何纹样，「福见玉山堂」并非对地域符号的直接复刻，而是试图重新梳理福建文化中熟悉的视觉记忆，将其转化为一套属于当下的品牌语言。

Fujian Yushantang is a Fujian cuisine restaurant in Beijing, rooted in Fujian’s food culture and heritage. The brand brings a distinctive sense of Fujian character into the everyday context of a northern city.The identity draws from Fujian culture and reinterprets it through a contemporary visual language. Inspired by the calligraphy of Fujian artist Yi Bingshou, the logo typeface adopts his expansive, weighty, and orderly forms, transforming traditional calligraphy into the core language of the identity.Brick red, inspired by traditional Fujian architecture, creates a warm and distinctive regional character, echoing the warmth and everyday spirit of Fujian cuisine.The system also draws on the geometry of Fujian patterned tiles, simplifying and reconfiguring traditional forms into 12 bespoke patterns. Together, calligraphy, brick red, and geometric motifs transform familiar Fujian visual memories into a contemporary brand language.