Brand Design

HaiDiLao Family


With its 22 years of experience, HaiDiLao Hot Pot, one of the biggest catering brands in mainland China, sets standards in the industry and is well-known for its excellent services. In order to stand out from other competitors and to emphasise its advantages, a new brand design, visualising the new slogan “Service is Kung Fu”, was launched. In the Chinese language Kung Fu has two meanings. Besides fighting skills it also refers to a good basis, which requires time and patience to establish. Derived from its house specials, a series of vivid Kung Fu mascots, wearing the HaiDiLao uniform, were created to bring this idea to life.

  • Design:
    HaiDiLao, Brand Management Department, Beijing
  • Graphic Design:
    Danyan Zhao
  • Client:
    HaiDiLao, Beijing
  • Creative Direction:
    Bamboo Huan
  • Design Direction:
    Camidi Liu