Design Process Visual Communication II I
01 Concept 两点一线 ｜ X I A N ‘两点一线’ translates into 2 dots and a line and it represents our restaurant’s primary belief in connecting unique parts and persisting on a journey that brings one from a point to another. ’XIAN‘ in Chinese has several meanings. Firstly, it means fresh. Secondly, it means modern and lastly, it means string. It stands for all that the Noodle House believes in.
KEYWORDS
DISCIPLINE
HARMONY
Balance
01
Control
Unity
Chinese hand pulled noodles are tricky to master because it requires accuracy and precision. Hand pulled noodles are a combination of serveral things. Firstly, the dough is a combination of flour and water. Secondly, a single bowl of delicacy is a combination of noodles and broth. Thirdly, it is a combination of different techniques (kneading, pulling etc.) Because there are multiple many elements involved in different stages of production, a perfect control of the amount of elements used is required to eventually achieve a tasty bowl of well-balanced flavours.
02
ABSTRACTION
Persistance
On the craft of Chinese hand pulled noodles, it takes years and at least a decade for one to be considered a master as it is tricky to achieve consistent quality and speed in the craft. It is a long and tough journey. To push through, chefs must persist on despite the constant repetition and routinal failures and to insist on using hand pulled techniques as opposed to machine manufactured noodles that may be less time and effort consuming.
Simplify
03
Essence
Conceptually, Chinese hand pulled noodles are extremely simple. They are firstly, a basic staple and merely a combination of flour and dough. There are no fancy ingredients and they are simply enjoyed with a bowl of hearty broth. This combination of the simplest elements executed in the simplest ways ironically achieves the best outcome. Stripped of the fancy plating or expensive ingredients, the essence of it is merely a chef’s passion for food and to bring warmth to people through food and hand pulled noodles proved that these need no lavishness to achieve.
CONCEPTS
01
02
03
Combination of simple elements to form complex outcomes
A tangible expression of intagible experiences and elements
A game of push and pull between contrasting elements
Hand pulled noodles are a combination of serveral elements that are simple by nature. Firstly, the dough is a combination of flour, water and yeast only. These ingredients are neither expensive nor lavish. Secondly, a single bowl of delicacy is a combination of noodles and broth. The garnish and ingredients that follow are also common and simple (radish, chili oil, beef etc.). Thirdly, it is a combination of different techniques (kneading, pulling etc.) that are simple movements only practiced over and over again till perfection.
Practicing hand-pulled noodles is a long journey of at least ten years and every bowl produced is an accumulation and representation of a chef’s experiences and skills. This is a tangible expression of intangible experiences.
Although noodle making is a combination of elements that form a balanced whole, there are many contrasting elements in the craft. There is gracefulness and softness in the power and violence exhibited when dealing with the dough. Too much power would cause the dough to break off but too little would cause it to not stretch. The amount of ingredients used are also important. Water is fluid while flour is powdery and a correct ratio has to be achieved too for the right consistency, Hence, a balance is always to be found between contrasting elements.
A bowl of noodles is aa combination of the simplest elements and every bowl of noodle is a complex and unique outcome.
Also, hand-pulling noodles seem simple enough but the amount of power and control required, the accuracy and precision demanded of it can affect the taste greatly. Hence, a bowl of noodles is also the representation of these intangible elements.
Therefore, although hand puled noodles are simple enough, the repeating elements are always in constant flux in proportions and these form even more combinations. Though framed by the few elements, there is much flexibility within and it is always a game of push and pull.
BRAND
两点一线 About the Brand ‘两点一线‘ or XIAN is a modern noodle house that serves hand-pulled noodles made from the finest ingredients and by the most experienced chefs. It places importance on the idea of combining simple elements and allows visitors to customise their own bowl of noodles. In doing so, they will understand that noodle making and the ingredients required are very simple in itself but the experiences of the chef and the consistent effort to practice the same simple techniques over and over again are what makes a bowl of delicious noodles. A bowl of noodle is then the tangible proudct and expression of intangible values, experiences and beliefs. 两点一线 translates into ‘two dots and a line’ and it represents our restaurant’s primary belief in connecting unique parts and persisting on a journey that brings one from a point to another. Connecting points also creates depth and relates back to our idea of noodles being an expression of the intangible.
X
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两点一线 Modern noodle house
’XIAN‘ in Chinese has several meanings. Firstly, it means fresh. Secondly, it means modern and lastly, it means string. It stands for all that the Noodle House believes in.
Brand Identity
Collaterals Design
Packaging Design
‘两点一线’ focuses on idea of combining simple elements to form unique and varying outcomes as well as the expression of the intangible by the formation of depth and paths. Like the store’s name, it will feature primarily the ways of connection through lines and formation of wholes and paths through lines and squares formed by lines. The idea of flexibility within a frame is expressed through a lack of inorganic elements yet the achievement of many varying and distinct outcomes of different depths.
The collaterals for ‘两点一线’ will include a menu for the noodle house that explains the ‘Mix and Match’ concept of the noodle house and an order form that has a section where customers are invited to draw their own versions of the 两点一线 diagram that is the store’s visual identity. There will also be namecards and posters as promotional materials for the store as well as the ideas behind it.
Packaging for ‘Biang’ will include takeaway bowls and chopsticks. The front and back of the chopsticks can be combined together to form a entire picture and the packaging of the bowls too, if taken out can form a continuous loop of diagrams. This relates back to the idea of combination into wholes.
02 Initial Explorations BIANG! Initially, my noodle house was named ‘Biang!’ after the sound that is made from slamming the dough onto the counter and because the word BIANG in mandarin is the most complex word. I wanted to express the idea of complexity through combination of simple elements. Hence, at first I tried to express the concept of 一清二白 三红四绿五黄 that refers to the ingredients of the noodles in graphic form then combining them in the form of lines to represent noodles themselves.
E X P R E S S I N G C O M BI N A T I O N
（一）清： 汤
（二）白：白萝卜
（三）红：红辣椒
（四）绿：香菜
（五）黄：牛肉
USING LINES
EXPRESSING MOTION
03 Linking Back to Concept 两点一线 After being rejected, I went back to look at my concept and think about it carefully. I then came up with the idea of two dots and a line. It originates from two ideas: 1. The connection of distinct parts to form a whole. The idea of combination is retained here. 2. The journey from a point to another. The idea of movement and motion is retained here.
IDEATION
两点一线
Point A
Point B
Journey from A to B
Dynamic but flat
Sturdy and with Depth
(Transforming potential into depth)
Part A
Part B
Connecting A to B
2D Rounded edges Circular Filled
3D Sharp edges Square Empty
(Connecting 2 distinct elements)
2 POINTS 1 LINE
RELATING TO BIANG
B
B
B
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G
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G
G
B
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04 Points & Depth 两点一线 2.0 After Cindy pointed out that the line going through the two points and a hole is interesting and allows me to play with depth, I tried to play with the logotype and to use the two points on the menu ingredients but they were quite restrictive and I wasn’t able to play with much.
2 POINTS 1 LINE
点
点 线 一
线
点 两 X
A I
N
LOGOTYPE
XIAN
Authentic Hand–Pulled Noodles
Logotype
PLAYIN G WITH ELEMENTS
Sp
icy
Cl ea rS
So
up
ou p
Soup Base
ice Sl
l
ef
Oi
Be
ili Ch
Ga
Ra d
rn
ish
ish
s
Ingredients
l Bo w rg e La
M
Sm
ed
all
iu
m
Bo w
l
Bo w
l
Bowl
Thin
Medium
Thick
Noodles Flat thin
Flat thick
05 Focusing on Depth 两点一线 3.0 Cindy pushed me towards a new direction of the connecting lines forming squares and using the squares to form depth and paths. To expand on this, I tried various ways to connect squares and to express the idea of depth.
NEW POINTS
Point A
Point B
Journey from A to B (Transforming potential into depth)
Connecting A to B (Connecting 2 distinct elements)
Forming depth & volume: representing the intangible into the tangible through combination of simple parts
Logo Attempts
Logo Attempts
06 Final Identity
X
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两点一线 Modern noodle house
INTERPRETATIONS
01 Connecting A and B (Connecting 2 individual parts to form a larger whole)
Forming a whole By marking out two points and drawing a line across and repeating so, we get a larger element of a square. This reflects the philosophy of XIAN in which a bowl of noodles is made up of very simple elements that are combined well to form a larger and cohesive whole.
INTERPRETATIONS
02 Connecting A and B (Transforming potential into depth)
Forming depth Two dots and a line can also be the joining of two squares through the joining of smaller dots. This creates the illusion of depth and this reflects the philosophy of XIAN in which the intangible (power, precision and years of experience) are harnessed into tangible (noodles).
INTERPRETATIONS
03 Journey from A to B (Transforming potential into depth)
Creating Paths Two dots and a line also reflects the idea of a journey across points. This is reflected in the art of hand-pulled noodles The different depths and connections also point to the different experiences of a chef. The cutting across of different lines confuses one’s idea of depth and emphasises idea that every experience can cause both regression and progression but is a journey nonetheless.
07 Poster Design Concept & Style Initially, my poster design features very close up images of the logo variation and has very little typography to put focus on the identity design. However, after consultation, I decided to add a poster that talks about the concept of my noodle house and to expand the identity design such that the poster features the central idea of the design.
DRAFTS
两点一线 POSTERS Rough Draft
The first drafts are very rough and are coloured compared to the black and white scheme it is now. The element takes center stage and there is little typography or information.
DRAFTS
两点 一线 X
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P h i l o s o p h y
点 ‘XIAN’ is a modern noodle house that serves traditional Chinese hand-pulled noodles. It is conceptualised based on Chinese Martial Arts, in particular the contrast between distinct elements that are combined in precise amounts to create a harmonious whole. XIAN also emphasises on the journey and values behind noodle making. A bowl of noodles is the manifestation of the intangible precision, power, harmony and experience that every chef holds.
c o n c e p t
点 The term ‘两点一线’ meaning 2 dots and a line seeks to express XIAN for it is a connection between 2 separate parts and also a journey between 2 destinations. Just as how simple ingredients like flour and water can make the most sumptous noodles, simple points and a joining line can create the most interesting components. Such are the philosophies and beliefs behind XIAN.
DRAFTS
两点一线 POSTERS First attempts
After thinking about it, I went back and did two posters and tried to not only focus on the central elements but also the type and how it can tie in with the elements too hence I boxed up the texts in the first poster and used the same line thory to connect to the other boxes and I also used lines to link up the chunks of text in the second poster. The feedback I got was that the lines were too thin and has no depth. Especially for the black one, a lot of details are lost and the typography is not strong enough.
DRAFTS
两点一线 POSTERS Updates
Hence, I adjusted the thick and thins to push the depth of the boxes and lines and played around with more typography so that it does not look so empty.
DRAFTS
两点一线 POSTERS Final Version
After test printing, I had to adjust the typography several times and also changed the layout a little to fill in the gaps of the poster. I also adjusted the lines of the poster after test printing as some lines appeared not as thick and some appeared too thick etc.
07 Colleterals Playing with elements For my colleterals, the idea of using the main elements to form a menu that consumers can customers and design came a little later. At first, I did not really consider the consumer’s experience and the order of the selections are all jumbled up and it’s hard to read. Then, I reorganised it and reworked the typography as after printing, Cindy pointed out that everything is too rigid and too fixed with invisible boundaries that I tried to break by pushing the typographic hierachies more.
DRAFTS
两点一线 MENU
1st attempt
For the first version, the user experience is all jumbled up as they pick the soup base last and the ingredients first when it should be the other way around. I also wanted the menu to flip out according to the lines but I did not consider that the tiny flap on the left would be ruined in no time and I might as well go for a straight cut.
DRAFTS
两点一线 MENU
Subsequent attempts
Subsequent menu design for the second design, I filled in the blank spaces with the elements and changed the flow of things such that customers decide on the most elementary parts first (noodles and base) before the thickness and ingredients which are rather secondary. I also realised that A4 is a little too big and intimidating so I scaed it down to A4 in the next one. Cindy pointed out the typography for this and after printing, I also realised that I’ve been too confiend by the invisible boundaries.
MENU
两点一线 MENU
Final Versions
DRAFTS
两点一线 ORDER FORM 1st, 2nd attempts
For the first deisgn, it looked too sparse and there is a lot of empty areas. Cindy’s feedback was that the typographic hierachy is not there so the most important details are not well emphasised. I went back to try playing with the typography more to add in ore variations and play with big and small sizes. I also tried to make the ‘Make a Diagram’ part clearer to the audience by providing a small example.
ORDER FORM
两点一线 ORDER FORM Final Version
For the final one, I focused more on how the consumer would experience it hence adding in words like ‘Example’ to help guide them along. I also tried to make the overall design more compact and less sparse or divided.
08 Packaging Simplification For packaging, at first I did not consider the tapered shape of the bowl and it was only after printing that I realised I had to fit the banner to the shape of the bowl so I had to curve it and find the right angle only after trial and error plenty of times, Cindy also mentioned that the packaging need not be very complicated as I have attempted to do so. So I decided to focus on the eye movement first for the sis.
DRAFTS
两点一线 BOWL
FIrst attempt (white)
For the bowl packaging, I wanted to play with the elements more and laid out many diagrams. However, they looked rather messy and instead of being interesting, might look chaotic instead. After feedback, I changed it to be the simplest element that represented my message.
两点一线 BOWL
Final Version (white)
BOWL PACKAGING
两点一线 BOWL
Final Version (black)
两点一线 BOWL
Final Version (white)
DRAFTS
两点一线 CHOPSTICKS FIrst attempt (white)
For chopsticks packaging design, I at first thought of the chopsticks to form the elements front and back so that they can form an element with each other too. However, after feedback, I tried to push the overall contrast between the thick and thin lines and got a design that seems way too complicated and less interesting instead. Hence, the final version for the chopsticks packaging is just one single diagram that encompasses my entire design identity with simple typography of the store’s name.
两点一线 CHOPSTICKS
Second attempt (black)
CHOPSTICKS PACKAGING
两点一线 CHOPSTICKS Final Version (black)
两点一线 CHOPSTICKS Final Version (white)
CHOPSTICKS PACKAGING
两点一线 CHOPSTICKS Final Version (black)
两点一线 CHOPSTICKS Final Version (white)
09 F i na l O u t c o m e s 两点一线 In the end, my collaterals consist of a Mix and Match menu, an order form with an activity section and a promotional as well as a concept poster. My packaging includes chopsticks and takweaway bowl packaging and my media includes mockups of these outcomes.
POSTERS
两点一线 POSTERS Final Version
After test printing, I had to adjust the typography several times and also changed the layout a little to fill in the gaps of the poster. I also adjusted the lines of the poster after test printing as some lines appeared not as thick and some appeared too thick etc.
MENU
两点一线 MENU
Final Version (Cover)
MENU
两点一线 MENU
Final Version (Inside)
ORDER FORM
两点一线 ORDER FORM Final Version
CHOPSTICKS PACKAGING
两点一线 CHOPSTICKS Final Version (black)
两点一线 CHOPSTICKS Final Version (white)
BOWL PACKAGING
两点一线 BOWL
Final Version (black)
两点一线 BOWL
Final Version (white)
MOCKUPS
MOCKUPS
09 T h a nk Y o u !