The brand needed to stand out in a competitive traditional food market while staying true to its values of simplicity and heritage.
With no visual assets to start from, we designed a logo and packaging from scratch, incorporating meaningful illustrations that reflect cultural symbols without relying on overused tropes.
From the hand-drawn goose representing natural simplicity to the mooncake symbolizing festive tradition, every element was thoughtfully designed to feel both familiar and fresh.
The result is a brand system that connects deeply with Chinese consumers, celebrating authenticity while appealing to modern tastes.
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(2016-25©)
