叁月肆·龍 LOONG
龙腾驾雾，喜品佳酿
Soar through the mists with LOONG
品牌识别
艺术指导
Brand Identity
Art Direction
叁月肆·龍是好利来集团执行总裁罗昊跨界打造的新中式创意酒吧品牌，位于北京三里屯核心商圈，于2024年10月正式开业。作为好利来集团在餐饮领域的创新尝试，该酒吧以中国传统文化图腾"龙"为核心文化符号，融合东西方美学，打造了一场沉浸式的东方绮梦体验。
我们受到委托为叁月肆·龍进行品牌形象设计。以“龙”为设计基础出发，立足于传统与现代的对话，打造独属于叁月肆·龍的高反差形象：在龙吟酒吞的华丽中式气场中，融入寻酒饮酒的打趣过程。塑造既具厚重质感又兼具娱乐气质的酒吧形象。
March 4th Loong Bar is a neo-Chinese bar founded by Holiland’s CEO Luo Hao, situated in Beijing’s Sanlitun. Opening in October 2024, it centers around the “Loong” cultural symbol, blending Eastern and Western aesthetics into an immersive oriental experience.
We designed its brand identity around the concept of “tradition meets modernity,” creating a striking contrast between majestic Chinese ambiance and a playful drinking journey—resulting in a space that is both rich in texture and entertaining in spirit.
叁月肆·龍借用榜书的磅礴气势呼应酒吧华丽的中华气质，用传统的绘画和书写方式与中华元素，碰撞新时代消费生活方式。
龙图腾的绘制吸取融合了中国传统白描与木刻版画的绘画语言，以“龙腾驾雾，喜品佳酿”的意向构成图腾内容：图腾中的龙飞跃于云间，爪握酒杯，眼神如炬，酝酿着将杯中酒一饮而尽。
Our logo blends the grandeur of Chinese calligraphy with modern bar culture, fusing traditional painting techniques with modern aesthetics. The loong totem, inspired by Chinese line drawing and woodblock prints, depicts a mighty loong soaring through clouds while clutching a wine cup - its fiery eyes fixed on the drink, ready to savor it in one triumphant gulp. This powerful imagery perfectly captures the bar's essence where ancient heritage meets modern indulgence.
一明一暗，龙寻酒香。
In light and shadow, LOONG seeks the aroma of fine wine.
Published in 2024
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