Tangtangwu Logo And VI

Tangtangwu Logo And VI

Tangtangwu Logo and VI is a comprehensive visual identity system developed for a prominent food retail brand, representing a significant evolution from an online imported foods shop to a distinguished retail presence. The design, which earned recognition with an Iron A' Design Award in the Graphics, Illustration and Visual Communication Design category, masterfully addresses the challenge of creating a versatile brand identity that transcends the conventional association with confectionery products. The visual system employs a sophisticated combination of graphical elements and typography, where the word 'wu' (meaning delicious food home) is artfully integrated with 'tang' (emphasizing sweet taste feeling) to create a cohesive and memorable brand mark. The design's rounded lines and warm color palette effectively communicate accessibility and aesthetic appeal while maintaining professional sophistication. A notable feature of the visual identity system is its mascot design, incorporating a whimsical faerie character that enhances the brand's approachability through its ability to showcase various food products with a magical wand, thereby reinforcing the brand's diverse food offerings. The project, completed in 2015, demonstrates exceptional strategic thinking in its approach to market expansion, particularly in its successful effort to attract a broader demographic including male consumers. The visual identity system's success lies in its ability to balance aesthetic appeal with practical communication, creating a distinctive brand presence that effectively conveys the joy and diversity of global cuisine while maintaining a professional and sophisticated image.

visual identity design, brand evolution, food retail branding, mascot design, strategic communication, visual system

— Adam Dawson