As a Chinese Hunan catering brand named "SHARING", The design is in harmony with the western Hunan culture and aesthetics. Through in-depth investigation in Hunan, we need to extract the aesthetic images of local ingenuity and culture to create a design language with the coexistence of ancient and modern charm. Therefore, when the basic form of brand vision is created, we use a window in the ancient city of Hunan as the entrance to shuttle from modern to ancient；The design of the text part is integrated with the "cornices" form of the buildings in western Hunan, and the whole construction restores the brand symbol containing regional culture, letting people more intuitively associate with the cultural connotation of the brand.

After finished the core of creation, in view of the brand promotion in the later need more design applications, we have succeeded to create a series of aided design, combined with traditional Hunan cuisine including "chilli fish head",  Hunan flower "lotus", western Hunan culture element such as " mythical creatures totem" combination has become the brand of visual elements, based graphic interactive combination with logo, have more layering and vivid cultural microcosm.

Based on the actual investigation of brand consumption scene, we found that loyal customers often choose to consume with family. From consumers' consumption motivation and brand association of SHARING, we can see that brand perception originates from the homey and sense of belonging; The joys of family affection and the ease and joy of friendship are just the same in SHARING. Therefore, we rebrand the core positioning of the brand as "family feast". Meanwhile, the brand slogan is also upgraded from "model of urban Hunan cuisine" to "homey and tasty", so as to establish a more cordial relationship between the brand and "family party" and guide consumption.