
“ROCK STONE” is located in Beijing and specializes in American-Mexican cuisine, craft beer, and a mid-high-end fusion American-style bar. It is designed as an exclusive social and information exchange hub for the new generation of young adults. “ROCK STONE” means “soft stone,” signifying a strong exterior and a soft interior. Young individuals who have taken on responsibilities and aspirations in their careers have developed a tough exterior to protect themselves. The brand message of ” ROCK STONE” is to provide a space for spiritual communication for the younger generation, addressing one of the pain points of contemporary society – emotional consumption. Following its core philosophy of “Respect Yourself, Enjoy Life,” the brand’s visual identity personifies the concept by using stones to represent people of various personalities, at times scattered and at times gathered. The collision of these interactions is the foundation of social behavior and spiritual communication.
The visual design of “ROCK STONE” is completely de-geometrized, exaggerating inorganic shapes to express an artful, unrefined sensibility, striving to distance itself as much as possible from the “modern” aesthetic produced by software. This approach aims to make it more natural and imbue it with the beauty of graphic art. Objects in their natural state are products of escaping secondary industry, which is why craft paper material is the preferred choice for the brand’s texture. It breaks away from the conventional retro aesthetics of American-style bars and incorporates the symmetrical balance from East Asian culture into its flat design style, resulting in a rational, layered, and tactile aesthetic.
Published
27.01.2025