Desheng, founded in Hangzhou, China, is a new generation of Lanzhou beef noodle brand, featuring authentic Lanzhou beef noodles and Lanzhou barbecue. Lanzhou Beef Noodles is known as "China's First Noodles". It has been passed down for hundreds of years. In order to pursue the authentic taste of Lanzhou Beef Noodles, Desheng Brand has made all Lanzhou from the selection of ingredients to the production process. Its purpose is to let Hangzhou people eat a bowl of the most authentic Lanzhou Beef Noodles.
At the beginning of 2023, Desheng Brand commissioned Fulu Design to customize its brand image design. The brand as a whole was launched in a new Chinese design style. The logo font partially refined the structural features of the official script list and designed a font logo that is easier to spread and make on the ground. In order to consider the systematicness and culture of the overall design, we refined several visual elements representing Gansu and Lanzhou, such: illustration elements such as beef noodles/flying sky/Lanzhou waterwheel/Zhongshan bridge/horse stepping Feiyan excavate and refine the characteristic value of beef noodles such as "manual pulling, beef bone cooking soup, oil pouring chili pepper". at the same time, the beef noodles production process and five major production processes such as noodles, noodles, slips, ramen and cooking noodles are refined and enlarged, and applied to all brand material design and space design.