PROJECT

QÙCHĪNA

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YEAR

2022/2023

DESIGN PROPOSAL

Leonor Couto (@leonorcouto_design)

Course

Retail Design, Politecnico di Milano

Project by [Concept]

Beatrice Tronconi

Chiara Cotterchio

Chiara Plevani

Federico Montini

Giorgia Ricchiuti

Leonor Couto

Concept

QÙCHĪNA is a proposal for a Chinese ethnic supermarket located in Milan. The concept was built around the brand’s name, which draws an analogy with the Italian word cucina (cuisine). The first Chinese character refers to the word go and is read as Qù, while the second and third characters mean China. Together, the name not only references the act of cooking but also highlights the cultural identity of the brand.

Design

The characters also embody cooking facilities: the letter Q is designed to resemble a frying pan, while Ù represents a pot. The visual identity makes use of Montserrat by Julieta Ulanovsky, which was adapted and refined to create a unique typographic voice for the project, with a clean and contemporary structure.