Jiaonest London, UK Sep-25 Jiāonest is a restaurant fundamentally driven by narrative. Its design approach centres on translating founder Hua Yang’s personal story into a clear, perceptible design system. Her childhood memories of growing up in a family-run herbal pharmacy in Chongqing are distilled into a strong narrative anchor, and further translated into a cohesive design language that runs throughout the project — from drawers and displays to tableware and printed matter. In this way, memory is not simply told through words, but made tangible, experiential, and quietly embedded within the brand itself.
Visual Direction by Joan Yang @_joanyang Video by littleplaces @littleplaces.londonCATEGORYWebsite (Cargo)
& Restaurant Launch Design
(Menu, Storybook, Invitations)
jiaoneset.life