Colorful Zhangzhou: Redefining City Branding Through Packaging

Yangchao Wu’s design fuses cultural heritage with sustainable innovation.

Colorful Zhangzhou stands as a testament to the power of design in shaping city identity. Developed under the guidance of the Zhangzhou Municipal People’s Government and managed by the Zhangzhou Culture and Tourism and Health Group, this state-owned initiative is one of only two city name trademarks fully recognized by the State Trademark Administration of China. The project’s comprehensive approach encompasses brand visual identity systems (VIS), offline experience spaces, and an online life service platform, all rooted in the city’s rich history and vibrant local customs.

Central to the design is the use of red and the daffodil, chosen as the primary brand themes to symbolize Zhangzhou’s spirit and cultural originality. The packaging itself serves as a canvas for storytelling, incorporating bold geometric patterns and archival botanical motifs that celebrate the region’s Minnan culinary legacy. Each element—from mooncake boxes to tea packaging—blends local culture with contemporary aesthetics, transforming traditional gift boxes into interactive, multisensory experiences.

Innovation lies at the heart of Colorful Zhangzhou’s realization. The design team employed deconstructive design principles, breaking away from conventional forms to explore new creative expressions. This approach not only enhances visual appeal but also addresses practical needs: the packaging structures are engineered for safer transportation and incorporate sustainable materials, reflecting a commitment to environmental responsibility alongside commercial viability.

Research played a pivotal role in the project’s development. By collecting extensive information on Zhangzhou’s history, geography, and traditional crafts, the team crafted thematic design plans tailored to various products. The result is a modular identity toolkit that unifies physical and digital touchpoints, strengthening the emotional connection between the brand and consumers through storytelling and cultural activities. According to the design team, “A simple design and pattern can convey the core essence of the brand and product, which will bring a better user experience and stronger brand influence.”

Overcoming the challenge of representing a diverse regional specialty, Colorful Zhangzhou successfully created distinct intellectual properties (IPs) that resonate with contemporary audiences. The design’s ability to quickly capture consumer attention while conveying the unique culture of Zhangzhou has contributed to its recognition, culminating in a Silver A' Packaging Design Award in 2025. The project exemplifies how thoughtful design can bridge tradition and innovation, fostering a deeper appreciation for local heritage in a global context.

Colorful Zhangzhou’s fusion of cultural storytelling, sustainable practices, and innovative design sets a benchmark for city branding. As cities worldwide seek to distinguish themselves, this project demonstrates the transformative potential of design in promoting cultural heritage and driving rural revitalization.