Pure Green: A Visual Identity Design

Bringing Tradition and Innovation Together

Pure Green, designed by Xinqi Liu, is a unique visual identity that combines tradition and innovation, creating a brand that resonates with the target consumer group. With its "national trend" model and emphasis on the concept of "Green Trend," Pure Green stands out as a representative work in the design world.

Pure Green sets itself apart by using a young and trendy approach to upgrade the original brand. The designers have developed exclusive symbols that are presented to consumers in diverse forms and media. One of the key elements is the creation of an IP image named Mobee, which represents the positive circle and negative cross elements. The national essence of mahjong is used to replace the physical five senses, resulting in an IP image that exudes independence, mystery, and vitality.

The project covers a total of 256 square meters, and the designers have turned the disadvantage of the brand's niche appeal into an advantage. The fresh pepper hotpot, a core asset of Pure Green, has been vigorously promoted to further enhance the brand's identity and connect with the young people of Chongqing.

Among the various hotpot options, the fresh pepper hotpot stands out as an innovative way to pay homage to the traditional hotpot while establishing a strong link between Pure Green and the local community. The designers have highlighted the unique brand personality through visual language, ensuring that the brand's difference is not weakened but rather strengthened.

The design project started in July 2019 and was completed in December of the same year, both in Chongqing. Throughout the process, the designers conducted extensive research to understand the concerns of the brand's team. They aimed to upgrade the brand image while increasing consumer recognition and brand awareness, especially in a market environment where "red oil hotpot" is popular.

One of the main challenges faced by the designers was the lack of clear brand positioning and the absence of brand culture personality in the original brand's space design. To address this, they chose the unique green color of the fresh pepper hotpot as the brand color, creating a visual connection with the predominant red elements.

Pure Green's visual identity design, with its blend of tradition and innovation, has garnered recognition in the design community. It was awarded the Iron A' Design Award in 2020 in the category of Graphics, Illustration, and Visual Communication Design. This award recognizes designs that are well-designed, practical, and innovative, meeting professional and industrial requirements while contributing to a better world.

Images:

Image #1: Photographer MET Creative Brand, Pure Green, 2019.

Image #2: Photographer MET Creative Brand, Pure Green, 2019.

Image #3: Photographer MET Creative Brand, Pure Green, 2019.

Image #4: Photographer MET Creative Brand, Pure Green, 2019.

Image #5: Photographer MET Creative Brand, Pure Green, 2019.

Intellectual Property Notice: Copyrights belong to Xinqi Liu, 2019.