Communication

HUHUDUN

Extra Form

Area	China
Year	2025
Award	WINNER
Affiliation	BEIJING JIAOTONG UNIVERSITY
Designer	Chai Xinyi
Description(English)	The brand name “Stewed in a small quantity of water” is derived from the Northeastern Chinese character for “cook in a small quantity of water”, and both cooking in a small quantity of water and stewing in a small quantity of water are characteristic of Northeastern cooking methods. The design is based on black and white tones, with hand-drawn lines outlining the imagery of ingredients and smoke, to create a differentiated brand experience, and to be a youthful and interesting iron pot stew brand.
Description(Native)	"烀烀炖"设计来源于城镇化进程中的文化寻根现象。当标准化燃气灶替代了传统柴火灶，工业化预制菜侵蚀了手工烹饪场景，通过调研发现东北铁锅炖特有的"烟火气"正在消失，人们开始有意识地追寻记忆中原汁原味的“旧时味道”。品牌名以东北方言"烀"为创意原点，谐音双关构建记忆锚点，将柴火铁锅的粗犷与都市生活的精致融合。设计以黑白色调为基底，手绘线条勾勒出食材与炊烟的意象，唤醒人们对灶台烟火气的集体记忆，用视觉语言重构"炖煮时光"的情感价值。对于现代年轻的都市人群来说，好好吃顿饭成为结束忙碌一天最好的慰藉所以烀烀炖用一种轻松明快的方式来解构生活，简单的黑白色调放松紧绷的神经。塑造差异化的品牌体验，做年轻化、趣味化的铁锅炖品牌。
Positive Comments
Judging Comments	Stewed in a Small Quantity of Water takes inspiration from Northeastern Chinese cooking traditions, with its name reflecting the region’s unique culinary method. The identity uses black-and-white tones and hand-drawn ingredient motifs to create a playful, youthful brand image. By combining cultural authenticity with a fresh, engaging visual language, the project was praised for reinterpreting tradition into a modern and distinctive dining brand.

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