There is no end in pursuit of the fineness of food. Keep dignified and take no shortcuts to restoring the original flavors.
Shandong cuisine develops based on Confucian culture. The pursuit of being fine in Chinese diet, the die philosophy of five flavors to reconcile, and the basic cooking techniques are mostly originated in Shandong cuisine which is the foundation of the Han food culture. The core of Shandong cuisine is Kong family dishes. Kong family is the oldest aristocratic family in China --- the mansion of Confucius's descendants. Kong family cuisine was used in the royal family, as a result of the special status of Confucius in the feudal dynasty, and Shandong cuisine ranks the first of eight major cusines.
Confucian culture is the mainstream of Chinese culture, of which essence is the Doctrine of the Mean. Confucius firstly put forward the idea of food hygiene and diet etiquette in the book of The Analects of Confucius.
As a result, I’d like to design a restaurant carrying Confucian culture. So, I want to use Confucius as a visual element. Confucian diet philosophy is the source of Shandong cuisine, and Confucius is the most influential historical Chinese figure in the world, whose thoughts affect mankind.
As most of people known, “Analects of Confucius” contains such a lot of dietary philosophies. That’s why I named the restaurant after it.
"The Analects of Confucius" is one of the classic works of Confucianism, compiled by Confucius’ disciples and the following generation of disciples, and recording the words and deeds of Confucius and his disciples, which embodies Confucius' political ideas, ethical thoughts, moral values and educational thoughts and philosophy. The record of of the words and deeds about diet reflects the scientific ideas of Confucius in diet, shows the food culture of Confucius on food safety, healthy and reasonable diet culture, diet and natural ecological environment harmony, diet culture and so on The philosophy of the world view, but also reflects the ancient Chinese healthy diet concept. These ideas are the embodiment of Confucian philosophy in real life, providing some references and theoretical support for the future generations to promote health, science and ecological diet.
Every dish of the restaurant is organic on the aspects of source, water ph, growing, and cooked without the use of genetically modified soybean oil, but vegetable oil. Every seasoning is strictly checked. It resolutely resists the additive, and only uses the traditional seasoning. It resists any meat that harms the stomach or is deeply processed. In the concept of diet, it should completely restore the Confucian philosophy of diet in the Confucian era, so as to really achieve the purpose of “One does not object to the finest food. Keep dignified and don't take shortcuts to restore original flavors”. The so-called original flavor does not refer to dish, and the patrons can feel; he himself also restores his original look, to find the taste belongs to him.
論語魯菜Analects Shandong Cuisine, based on Confucian diet philosophy, aims to spread the culture of Shandong cuisine. LOGO takes traditional Confucius gesture in form to present the main visual meaning---direct, effective and easy to distinguish: Confucius is dressed in robes, standing on his hand quietly and pensively, and looks calm, seeming to think something, with vivid facial expression. The minimalist design depicts Confucius’s image, showing the shape and soul, and combining classical and modern elements, which is convenient to expand and use. The fonts in Chinese and English are the same and keep consistent with LOGO, expressing unsophisticated and contemporary aspiration. Then, it continues to simplify the extension of the visual gene to the various materials. Fonts use Sans-serif body in English knot and seal together, conveying the concept of the brand in different application environments.
My study of traditional Chinese Shandong cuisine aims to expect a better cultural heritage and cultural continuity of traditional Chinese food., as well as to make people fall in love with traditional diet, understand the culture of Confucian, cherish life, love life, look for the truth of life. Hence, I design a restaurant, which blends food and beverage brands with Confucian thought and contemporary visual characteristics.
There is no end in pursuit of the fineness of food. Keep dignified and take no shortcuts to restoring the original flavors.
