XIN SGCQ Hotpot vividly features the Sichuan (province in Southwest China) hotpot culture, which stresses spicy flavors. Sichuan is a famous place for pandas. Based on this, we cleverly made use of negative space to create some thought-stimulating panda face patterns. This conveys the lovely and joyful sense for this popular dining option, attracting more youngsters and women. Furthermore, the client wanted the new brand image to present not only traditional food but also the catering fashion. Therefore, we combined a panda face pattern with spicy hotpot graphics to make XIN SGCQ Hotpot the hip symbol of the food fashion.