One of the Eight Culinary Traditions of Chinese cuisine, Shandong cuisine is known for its refinement in food preparation and reverence of natural flavours. Its origins are intertwined with that of Confucianism, and it continues to embody the philosophy’s defining principles even today. Taking its name from the same body of work by Confucius, the Brand Design of Analects Restaurant balances tradition with contemporary graphic sensibilities with the hope of breathing new life into over two thousand years of Chinese culinary heritage for modern audiences. This sense of holistic juxtaposition is comprehensively and delicately carried across the brand’s entire identity, from its typographical choices to its brand packaging.