3 book 3: e a st
001
一
book 3: e a st
002
二
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
三
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
九
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
十
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
碗
= bowl
碟
=
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
凳
air
凳=ch
凳
凳
凳
凳= chair
凳
凳= chair
凳=ch
air
air
凳
凳=ch
凳= chair
凳
air
凳=ch
凳
air
凳
凳=ch
凳=ch
凳
燈= ligh t
凳= chair
凳= chair
燈= ligh t
凳
r
凳
凳 凳= chair
凳= chair
凳
凳= chair
凳= chair
air
凳
凳 凳= chair
凳=ch
air
凳
chair 凳子
=chai
r
凳
酒吧= bar
凳子=
凳子
=chai
r
凳
chair
凳= chair
凳 凳=ch
凳子=
chair
凳子= chair
凳子= chair
桌
凳=ch
air
=t
凳=ch
子
air
ab
le
凳
凳子
=chai
r
凳 凳
凳 =chai
凳 凳子
t
凳
r
air
=chai
凳=ch
凳子
ligh
凳
燈=
凳
凳= chair
le
凳
ab
air
air
=t
凳=ch
凳
凳=ch
子
t
凳
桌
凳= chair
ligh
air
r
凳 =chai
凳= chair
凳子
凳
凳= chair
燈=
凳=ch
r
凳子= chair
凳
凳= chair
凳
=chai
air
凳
凳子
chair
chair
凳=ch
凳
air
凳 凳= chair
凳=ch
air
凳
=chai
r
凳
凳
凳= chair
凳= chair
燈=
ligh
t
凳=ch
air
凳
凳 燈=
ligh
t
凳
凳= chair
凳= chair
凳
凳
凳= chair
凳=ch
air
凳
凳=ch
air
凳=ch air
凳
凳
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
凳
air
凳子=
凳
凳=ch
凳=ch
凳
凳子=
凳子=
凳
凳=ch
凳
凳= chair
凳
凳子=
air
凳
凳
凳 凳= chair 凳= chair
凳= chair
凳=ch
凳= chair
凳= chair 凳= chair
air
凳
凳=ch
凳
凳=ch
凳
air
凳
air
凳= chair
air
凳
凳
凳=ch
凳
凳=ch
凳
air
凳 凳
凳= chair
凳= chair
凳
凳=ch
凳
凳= chair
凳= chair
凳=ch
凳= chair
凳
凳= chair
凳
凳= chair
凳
t
凳
凳 凳= chair
凳
凳
air
ligh
t
凳
air air
凳= chair
凳
凳=ch
燈=
燈=
ligh
凳
凳=ch 凳=ch
凳=ch air
凳=ch
air
凳
凳= chair
凳 凳
凳= chair
凳= chair 凳= chair
凳
酒吧= bar 凳子= chair
凳= chair
凳
凳
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
碗
= bow l
碟
=
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 =
碗
= bow l
碟
=
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
碗
碗
= 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
碟
=
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
碗
碟
= bowl
= bowl
碗
碗 = bowl
碗
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
碟
碗
杯 茶
cup = tea
碟
=
te pla
3 r estau r a n t deta ils
cup = tea
cup
杯 茶
= tea
te pla
杯
= bow l
=
茶
碗
碟
= bow l
l = bow
碗
碗
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 燈= light
燈
燈= light
燈= light
燈= light
燈
h a ngi ng l igh t / t a bl e l a m p / f l o or l a m p
燈
燈
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
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