Zhenzhen Laolao Corporate Identity

Zhenzhen Laolao Corporate Identity

Zhenzhen Laolao Corporate Identity is a comprehensive brand identity system that exemplifies the fusion of traditional Chinese cultural elements with contemporary design principles, created to revitalize a historic food enterprise's visual presence. The design, which earned an Iron A' Design Award in the Graphics, Illustration and Visual Communication Design category, masterfully integrates traditional Chinese seal artistry with modern corporate identity elements, featuring a distinctive logo that incorporates the Chinese character Zhen and RUOYE stroke symbolism. The visual identity system draws inspiration from fundamental elements of Chinese culture, including dumplings, rice, traditional seals, and reed leaves, while paying homage to the Dragon Boat Festival traditions. This sophisticated design solution addresses multiple challenges in brand strategy restructuring, implementing a cohesive visual language across various touchpoints, from product packaging to retail environments. The corporate identity system employs a strategic approach to product hierarchy and packaging design, ensuring clear differentiation while maintaining brand consistency. The design's innovative use of seal-based interactions creates a meaningful connection with audiences, symbolizing sincerity and authenticity in customer relations. Developed between August 2013 and March 2014, this corporate identity project demonstrates exceptional attention to detail in its systematic approach to brand architecture, successfully bridging traditional values with contemporary market demands. The design's success lies in its ability to communicate the essence of traditional Chinese culinary culture while establishing a modern, professional brand presence that resonates with both heritage and innovation.

corporate identity design, Chinese cultural elements, brand revitalization, traditional seal artistry, visual communication, heritage branding

— Adam Dawson