Xiaohuchun restaurant, a subsidiary brand of the iconic local restaurant 樓外樓, is a brand new brand with an old soul. The new endeavor is an effort to continue the bliss of 樓外樓, and to remember grandpa through food.
Xiao｜meaning to prepare food with a humble heart
Hu｜was an old way to say Shanghai
Chun｜is the first season of a year; meaning a new start, but also the start of Xiaohuchun
Logo of the brand was inspired by the city flower of Shanghai ‘Yulan’ and modern linework.
The wordmark was originally created by a local calligrapher, when the owner visited Shanghai. With the complement of modern lines, the wordmark is a newtro result of old and new.