“ROCK STONE” is located in Beijing and specializes in American-Mexican cuisine, craft beer, and a mid-high-end fusion American-style bar. It is designed as an exclusive social and information exchange hub for the new generation of young adults. “ROCK STONE” means “soft stone,” signifying a strong exterior and a soft interior. Young individuals who have taken on responsibilities and aspirations in their careers have developed a tough exterior to protect themselves. The brand message of ” ROCK STONE” is to provide a space for spiritual communication for the younger generation, addressing one of the pain points of contemporary society – emotional consumption. Following its core philosophy of “Respect Yourself, Enjoy Life,” the brand’s visual identity personifies the concept by using stones to represent people of various personalities, at times scattered and at times gathered. The collision of these interactions is the foundation of social behavior and spiritual communication.