ZhenYue Logo And Brand Identity

ZhenYue Logo And Brand Identity

ZhenYue Logo and Brand Identity is an innovative visual branding system that reimagines traditional Chinese dried food retail through sophisticated graphic design and cultural symbolism. The design ingeniously incorporates the traditional bamboo sieve drying technique into its core visual language, where the brand name letters z, h, e, n, y, u, e are intricately interwoven to create a pattern reminiscent of dried foods arranged in a bamboo sifter. This thoughtful integration of typography and cultural elements earned the design a Bronze A' Design Award in the Graphics, Illustration and Visual Communication Design category. The identity system features a carefully selected orange color palette that communicates traditional craftsmanship while maintaining contemporary appeal. The comprehensive brand identity extends across multiple touchpoints, including business cards, badges, notebooks, gift packages, and canvas bags, utilizing sophisticated production techniques such as foil gold and screen printing. The design successfully addresses the challenge of creating a cohesive visual system for a diverse product range, establishing a unified yet flexible brand architecture that strengthens consumer engagement and brand recognition. Through meticulous research into traditional dried food production processes and contemporary urban consumer needs, the design achieves a remarkable balance between heritage and modernity, effectively communicating the brand's commitment to authenticity while ensuring adaptability across various digital and physical applications.

brand identity design, Chinese traditional elements, visual communication, dried food retail, typography integration, cultural heritage branding

— Adam Dawson