Windmill Station

Windmill Station is a sub-brand of Hei Bonn Gōrudohausu, located in Qijin, Kaohsiung, right next to the well-known tourist attraction Windmill Park. Originally, it operated for ten years as a popular garden-style seafood restaurant, highly appreciated by both local residents and tourists.

At the end of 2019, the owner decided to close the original business model and plan a completely new direction for the following year. The new concept brings together three services in one: teppanyaki, self-service hotpot, and a butcher-style food market, while retaining the well-known brand name. The brand identity was updated, in order to create a fresh image and offer a new dining experience to both existing and new customers.

The new brand identity was inspired by the idea of “wind” from Windmill Park, combined with the chef’s swirling motion when cooking teppanyaki. It also keeps the hand-written calligraphic style that the owner has always liked. The fluent and energetic movements of the chef are translated into an image as free and smooth as the wind. Elements of Feibai (the visible brush texture in Chinese calligraphy) are exaggerated as decorative details, giving the entire visual identity a strong sense of dynamism, symbolising the constant flow of people and traffic.

Since Windmill Station is a sub-brand of Hei Bonn Gōrudohausu, it not only highlights its own core products and services, but also incorporates certain items from the mother brand, acting as an extension and representative of the main brand. Therefore, the design intentionally includes subtle references to the mother brand, such as the colour palette and the use of a few graphic elements.