Weiran Zhang

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@weir.annn
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Second Floor Rebrand Project
2023
Brand Identity, Illustration

Local Remote
Brian Liu
Joe Chang
Jade Liou
Weiran Zhang
Yi Xuan Lu
Darren Mulianto
Tanisha Kao
Yu Chi Chen
Tai Jiang Lin
Bo Yu Chien
Wei Ni
Chuck Yang
Yi Xin Wu
Wei Zhong Zhang
April ChengEstablished in 2007, Second Floor marks its fifteenth year with the fresh brand proposition “Never-ending Goodness.” Together with Second Floor’s team, we’ve reshaped its brand strategy and designed a modern yet nostalgic visual identity system.

The logo stands out with the emblematic “貳” character, forming a welcoming structure with curves full of personality and a focal point. It maintains the original logo’s distinctive “Stencil” typography, keeping the artistry touch of the traditional signage carvings from the streets of our home.

Second Floor Serif “貳樓體” draws inspiration from the 1980s McDonald’s breakfast ad design, embracing narrow serif typography to captivate the retro aesthetic that harmonizes with Second Floor’s traditionally rooted spirit. Custom Illustrations took cue from the vibrant style of American newspaper comics, with the dynamic lines, it symbolizes the concept of “pairing,” reflecting Second Floor’s inherent diversity. This reimagined identity system retains a sense of nostalgia, infusing warmth through shared meals, and lays the foundation for another 15 years of story to tell.



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