Morph

Food and Beverage Branding for Mars Design Consultants


Morph is a boutique design rooftop bar located at Hangzhou Kempinski hotel. The bar serves a collection of cocktail specialities and presents the vibrant Hangzhou nightlife with live DJ. The logo and graphics design idea come from a romantic love story from China. The dreamy atmosphere is the most important design language for this project, and it is also an emotional expression of the local culture by Liangzhu story. The gradation butterflies are the core graphic elements, which bring guests into an alternative reality experience.

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Morph by Mars Design Consultants

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Food and Beverage Branding by Mars Design Consultants

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Mars Design Consultants Morph

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Mars Design Consultants Food and Beverage Branding

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Mars Design Consultants Interview

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Morph Food and Beverage Branding Media Articles

Leverage our ready-to-publish articles on Morph, offered in a range of languages: Korean, Japanese, Russian, Spanish, Hindi, English, German, French, Portuguese, Turkish, Arabic (Standard), Italian, Indonesian and Chinese (Mandarin).

Unique Properties

Morph is a roof bar located at Kempinski Hotel Hangzhou. The design starts with a local ancient love story and aims to be the most iconic part of the hotel. The emotional expression is fulfilling in every single part of the design, through colour, pattern and etc. It turns a traditional legend into a modern city's landmark, brings the travellers firmly into the local culture. The motion graphics has been acting as an essential role of the project, and immerse people into the folktale.

Tags

Morph, Modern Chinese bar, Food and Beverage branding, Logo Design, Art Design

Production Technology

The logo represents a butterfly with two dominant forces which brings it to fly in the vast universe till eternity. The dark purple colour is used as the background colour to represent the starry night while the wings of the gynandromorph mirror the colourful transition of the rainbow. The kaleidoscope-like butterfly pattern is the main planar element, showing the unpredictable and mysterious qualities of the blue butterfly in the light and shadow. Such patterns will continue to be applied to menu, dynamic projections, and even artwork. The choice of fonts, young, stylish which converges with the taste of the futuristic interior design.

Design Challenge

In order to know the full story of Liangzhu, the whole design team needs to read the local history and any related articles to support our concept. The research also including understand the range, behaviour, wing structure and related references of blue morpho. As to find more evidence to the online articles, we had also visited the local library and found the most original copy of the story.

Project Duration

The project started in 2019 and this bar and restaurant is located in Hangzhou China.

Operation Flow

The goal is to create a strong bar and restaurant branding through an extraordinary dining experience to customers. Not only on the food itself, but the interaction should also go through from the sensation of each customer, like sounds, smell, visuals, lightings and the touches. The design also considers holistically, like the wall art sculpture, digital motion board, the special printing effects menu and etc, will bring you a different feel while you are in Morph.

Research

A few visits to modern and traditional Chinese restaurants and bars in Asia, to get inspired by the different dining experience. Immersing the soul into the Chinese culture, cuisine and studied the dining habits. The research does not only stop capturing the way of how they layout the menu but to really understand the whole dining ritual and new generational dining style.

Inspiration

The whole theme of the bar is telling the story of an ancient Chinese legend love story, LiangZhu.The design is intrigued by the dazzling iridescent wings of the Morph butterfly. Bringing together the unique features of the female and male counterparts on each side of the wings, the design yields a gynandromorph. The kaleidoscope-like butterfly pattern is the main planar elements, showing the unpredictable and mysterious of the blue butterfly under the light and shadow.

Image Credits

MARS

Project Overview

Morph Food and Beverage Branding has been a Bronze winner in the Graphics, Illustration and Visual Communication Design award category in the year 2019 organized by the prestigious A' Design Award & Competition. The Bronze A' Design Award is given to outstanding designs that showcase a high degree of creativity and practicality. It recognizes the dedication and skill of designers who produce work that stands out for its thoughtful development and innovative use of materials and technology. These designs are acknowledged for their professional execution and potential to influence industry standards positively. Winning this award highlights the designer's ability to blend form and function effectively, offering solutions that enhance people's lives and wellbeing.

Bronze Recognition

Mars Design Consultants was recognized with the coveted Bronze A' Design Award in 2020, a testament to excellence of their work Morph Food and Beverage Branding.

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