Xing Yun Shu Dessert is an innovative visual communication design project that reimagines traditional Chinese New Year imagery through contemporary graphic design principles, created by designer Bingying Liu in 2022. The design concept masterfully integrates abstract geometric elements, including points, lines, and planes, to reinterpret complex Chinese traditional patterns that symbolize good fortune and prosperity. The visual identity system employs a sophisticated color palette combining auspicious red and green hues, harmoniously merged with Chinese typography and characters to create a modern interpretation of cultural symbolism. This innovative approach to dessert branding demonstrates a significant departure from conventional Chinese cultural representations, offering a fresh perspective that bridges traditional values with contemporary aesthetic sensibilities. The design's distinctive feature lies in its ability to convey the concept of luck through abstract diagrammatic representations, creating an emotional connection with consumers through visual psychology. The project, which earned a Bronze A' Design Award in the Graphics, Illustration and Visual Communication Design category, exemplifies excellence in brand identity design through its thoughtful integration of cultural elements with modern design principles. The comprehensive visual system was developed in Shijiazhuang between May and September 2022, representing a significant achievement in cultural design translation that effectively communicates traditional Chinese concepts of fortune and prosperity to a contemporary audience while maintaining cultural authenticity and commercial appeal.
Chinese dessert, visual communication design, brand identity, cultural symbolism, geometric abstraction, traditional reinterpretation
CITATION : "Adam Dawson. 'Xing Yun Shu Dessert.' Design+Encyclopedia. https://design-encyclopedia.com/?E=448495 (Accessed on June 28, 2025)"
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