Yuku Grilled Fish (AKA Mr.Cool) is a chain restaurant brand specializing in grilled fish, boasting over 200 restaurants nationwide. It is distinguished as the only brand in the country to offer genuine live grilled fish, operating in China for over 20 years. In 2017, We were invited to participate in the branding consulting and brand identity upgrade,  collaborated with the Fish Cool Group on two phases of brand elevation and brand consolidation design work. This encompassed a comprehensive design overhaul from the brand logo to various visual identification elements in restaurants, along with ongoing design maintenance and implementation adjustments.