Hongkou Tales

THE W HOTEL

W Hotel Shanghai tapped us to create interior mural installations and artwork for its restaurant The Kitchen Table. Our task was to translate the essence of one of the world’s cultural capitals into a destination that is both hyper-local and yet distinctively “W.”

The W Shanghai hotel narrative theme, “Captivating Contrasts,” was influenced by the uniquely Shanghainese culture of haipai, which embraces both traditional Chinese culture and Western culture. Layering vibrant interpretations of historical, physical, and social context into the fabric of the hotel’s experience enables The W to at once draw upon and give back to the city.

Within this context, we created a multi-wall “narrative” mural installed on handmade tiles titled Hongkou Tales. Storytelling within the three-part illustrative collage celebrates the culture, history, and legends of the past 110 years of Hongkou District, where the hotel is located. The artwork also works to interpret the collision between the East and Western culture, creating a passionate journey through time and space.

Further, we created visual touch points throughout the restaurant that linked to key elements and characters from the murals, via cocktail shakers, traditional Chinese thermos, table placemats, etc.

We collaborated with renowned Shanghainese artist Coozie to bring alive the final illustrative treatment.


上海W酒店委任我们为其餐厅The Kitchen Table 创作室内壁画及艺术装置。我们创意重点是要将这座世界文化之都的精髓以本土化的方式进行处理并保留“W”的独特品牌理念。

本次上海W酒店的故事主题为 “迷人反差”,该主题受上海独特的海派文化所影响,充分融合中国传统文化和西方文化。将历史、自然和社会背景的生动诠释分布到酒店的每一层体验的结构中,使W能够回归城市。

基于上述主题,我们创作了一幅名为“虹口故事”的叙事长壁画。故事分为三部分,分别以插图拼贴形式讲述了酒店所在虹口区过去 110 年的文化、历史和传说。作品还诠释了东西方文化的碰撞,创造一场穿越时空的激情之旅。

此外,我们将主要元素贯穿于整个餐厅的各个细节,比如鸡尾酒调酒瓶、保温瓶、餐桌垫等,这些都与壁画人物紧密联系,以增加代入感。

我们与上海知名艺术家 Coozie 合作,力求创作出一副栩栩如生的海派故事。

 


 

HONGKOU TALES – WALL 1


 

HONGKOU TALES – WALL 2


 

HONGKOU TALES – WALL 3


 

HOT FLASKS, COCKTAIL SHAKERS & PLACEMATS

China-Made, “Drinks with Character!”

PAO DRINKS CO.

Neocha developed the visual identify for the launch of a new premium natural soda brand called PAO.

PAO is China made with 100% natural ingredients sourced locally and regionally.

From exotic fruits to fragrant teas and rare botanicals, PAO selects and blends the very finest ingredients to create truly unique and delicately extracted flavor expressions.

Visual identity work included the main brand logo, colors / fonts, key flavor icons, label, bottle / packaging, etc., as well as Chinese copywriting.

The logo mark is a is a hybrid character comprised of the Chinese words for “run 跑” and “bubble 泡,” Both words share the phonetic pronunciation of “POW,” which in Chinese pinyin is PAO.

“跑” captures the energy and uplifting spirt of the drink, while “泡” captures the refreshing quality of its bubbly carbonation and effervescence. The core task of the client brief was for us to find a way to combine this storytelling in a singular logo mark that could anchor the overall brand visual identity / packaging.


Neocha 为全新的高端天然调制苏打水品牌 PAO 推出了一组视觉包装创意。
PAO品牌的全线产品在中国生产且采用 100% 本地纯天然成分制作。从富有异国情调的水果到带有芬芳的茶叶和植物,PAO精选最优质的原材料进行混合,以生产出天然纯正的独特风味。

该套视觉设计包括:品牌logo、字体设计与配色、主打口味图标、标签、瓶身与外包装设计等,也包含了所有的中文文案。

品牌logo的创意点来自将中文字的“跑”与“泡”进行结合,其发音与中文的“跑”和“泡”发音一样,都发声“POW”,汉语拼音是PAO。

“跑”呈现了该饮品所代表的年轻活力的精神,而“泡”则展现了碳酸苏打水的独有清爽气泡质感。品牌的核心诉求是希望以叙事的方式将这两个特点融合成为一个logo,以明确整体品牌的视觉识别度。

China-made premium, natural sodas…drinks with character!


LABEL DESIGN


KEY FLAVOR ICONS AS BOTTLE CAPS


EMBOSSED GLASS BRAND LOGO


YANGMEI HIBISCUS / 洛梅

Made with Zhejiang yangmei & Yunnan hibiscus

Tart, fruity, & tangy  /  由浙江杨梅与云南玫瑰茄茶制作,浓郁酸果味道


GRAPEFRUIT POMELO / 柚菊

Made with Fujian grapefruits & Yunnan Chrysanthemum
Juicy, dry, & bittersweet  /  由福建红西柚与云南菊花茶制作,味甘甜略带苦


YUZU JASMINE / 茉柚

Made with Hunan yuzu & Huangshan jasmine tea
Zesty, dry, & fragrant  /  由湖南柚子与黄山柚子茶制作,香味润口