Logo designed as part of brand identity for fictional restaurant "Tiger House," which specializes in spicy Chinese Sichuan cuisine. To make the brand cross-culturally identifiable to both English and Chinese native speakers, this designer chose to name the restaurant "Tiger House" for English speakers, but have the Chinese characters for "Tiger Den" for the Chinese native speakers. The reason for the switch in translation is that the Chinese characters for "Tiger´s Den" (hu xue) roll off the tongue and is catchier in Chinese than the words for the literal translation of "Tiger House" (hu wu).

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