Luliang Highland Vegetables Brand Identity is a sophisticated visual communication system designed to represent the premium agricultural produce from China's highland regions, featuring a distinctive gold medal motif that symbolizes excellence and quality in vegetable cultivation. The brand identity, developed through extensive research and conceptual refinement, incorporates a thoughtfully crafted logo featuring a bird holding a vegetable, inspired by local proverbs and cultural significance, emphasizing the region's commitment to ecological cultivation practices and natural quality preservation. This comprehensive visual identity system, which earned recognition with an Iron A' Design Award in the Graphics, Illustration and Visual Communication Design category, demonstrates exceptional attention to detail in its execution, combining symbolic elements such as light, birds, and vegetables to create a cohesive narrative about the brand's market position and ecological values. The design process, spanning from January to October 2023, involved intensive field research in Luliang, Yunnan, to understand the unique climatic and topographical conditions that contribute to the superior quality of highland vegetables. The resulting identity system effectively communicates the brand's large-scale planting advantages and industry leadership while maintaining a strong focus on environmental sustainability and natural preservation, implemented through various applications including prominent outdoor advertising installations measuring 5.25 x 13.8 meters.
brand identity design, agricultural branding, ecological sustainability, visual communication, highland vegetables, Chinese regional products
CITATION : "Adam Dawson. 'Luliang Highland Vegetables Brand Identity.' Design+Encyclopedia. https://design-encyclopedia.com/?E=443356 (Accessed on June 07, 2025)"
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