牛老爷拌饭 Niu Boss Rice Bowl Restaurant Mascot Design
Branding with flavour and cultural soul.
Rooted in China’s everyday favourite — 烤肉拌饭 (grilled meat rice bowls) — Niu Boss Rice Bowl 牛老爷拌饭 was built as a bold, modern brand with deep cultural meaning. The design direction captures the heartiness and freedom of customisable bowls, where customers can “boss up” their own meal with meats, sauces, and spice.
Brand Identity Design | Mascot Design
Meet Niu Boss 牛老爷
A cool, laid-back water ox grandpa wearing his signature shades and always holding his prized bowl of 拌饭 (rice bowl).
Niu Boss 牛老爷 represents:
Wisdom from tradition
Strength of hearty meals
A cool attitude that keeps things fresh
He's here to show the world that good food should be authentic, plentiful, and always served with swagger.
Visual Identity Concept
视觉形象概念
The logo and mascot draw inspiration from the water ox, a symbol of rice farming and resilience. This reflects the brand’s connection to humble, hearty meals made with tradition and heart.
The Chinese character “爷” (grandpa) is cleverly morphed into the horn of a water ox, while also doubling as a grandfather’s beard — a visual nod to the idea of “Grandpa’s Secret Recipe.”
The mascot — a cool grandpa in sunglasses — adds a modern twist while keeping things approachable and cheeky.
It’s a blend of cultural roots and contemporary edge — striking, memorable, and distinctly Niu Boss.
Brand Philosophy
品牌理念
