Amanda Pu

How might brand identity utilise storytelling to explore a Chinese-Kiwi cultural identity?

LùLù is a project exploring a Chinese-Kiwi cultural identity and the potential of using design as a cathartic visualisation of self within the form of brand identity.

The artefact, a branding project, builds on the significance of food and community within Chinese culture – creating a dual restaurant and ‘third place’ space. The visual style is informed by the immigrant experience; finding and building your identity from many different influences, experiences, values and beliefs. This is shown through pulling together different visual styles and tactile materials to create a distinctive mosaic of a brand. Contrasting and combining Chinese and Kiwi influences, traditional and modern aspects.

As the world is growing ever more culturally interconnected, this project aims to celebrate the fluidity of humans and capture the essence of a bustling family and community around the dinner table.