ZhenYue: A Unique Logo and Brand Identity for Dried Foods Retailer

Combining Tradition and Innovation to Create a Distinctive Visual Identity

As one of the characteristic traditional crafts in China, dried foods are dehydrated through slow drying in the sun. The new brand logo combines the traditional bamboo sieve drying form with the weaving process, intertwining the letters "z, h, e, n, y, u, e" of the brand name. This arrangement mimics the collection of different dried foods in a bamboo sifter, capturing the essence of the ZhenYue brand. The logo reflects the brand's commitment to offering a curated selection of high-quality dried foods.

ZhenYue stands out from its competitors with its emphasis on restoring the essence of food. To enhance the new consumption experience and create a strong visual impact, the brand's standard color is a vibrant orange. This color choice conveys the traditional craftsmanship and enthusiastic spirit of the products. The combination of the new logo and extended graphics creates a unified and stylish visual system that instills confidence in consumers.

The new logo and visual identity are not limited to packaging alone. They are adapted for various applications, including business cards, badges, notebooks, gift packages, and canvas bags. The production process involves techniques such as foil gold and screen printing, ensuring a high-quality finish in every detail.

Technical specifications were carefully considered during the design process. The logo and visual system were created in vector format, making them suitable for different sizes of digital and printed media. To ensure consistency across all applications, a comprehensive brand logo guidelines manual was prepared to prevent any misinterpretation or misproduction.

The ZhenYue brand identity is designed to be versatile and adaptable. It is meant to be used in product retail packaging, sales outlets, online stores, and advertising campaigns. The design team, led by Creative Director Zhiji Dong and Designer Lu Gu, worked on the project from June 2020 to September 2021 in Guangzhou.

The design process involved in-depth research on the production process of traditional dried foods and an analysis of the role of dried foods in the daily lives of urban dwellers. This research helped redefine the brand's essence, values, and personality archetype. The resulting design system effectively communicates the overall brand image and the unique attributes of ZhenYue's products.

One of the challenges faced during the design process was the wide range of dried food products offered by ZhenYue. With hundreds of products, each with its own design considerations, maintaining consistency and visual coherence was crucial. The new brand identity successfully addresses this challenge, providing flexibility to support different audiences and product categories.

The new logo and brand identity for ZhenYue have received recognition for their creativity and ingenuity. The design was awarded the Bronze A' Design Award in the Graphics, Illustration, and Visual Communication Design category in 2022. This prestigious award honors designs that demonstrate technical and creative excellence, contributing to improvements in quality of life.