Zhenzhen Laolao: A Design that Celebrates Tradition and Taste

Reviving the Essence of Jiaxing Flavor through Design

Through extensive research and comparative analysis, Junhai Lin discovered the unique qualities of Zhenzhen Laolao that set it apart from other brands, particularly Wufangzhai. While Wufangzhai focuses on modernization and mass production, Zhenzhen Laolao takes a step back to embrace the fundamental and traditional culture of Jiaxing. It aims to be a symbol of returning to the traditional eating habits of life, offering an authentic taste that truly resonates with the local community.

The design of Zhenzhen Laolao incorporates various elements that reflect the brand's commitment to tradition. The logo, inspired by Italian seal graphics and calligraphy, features the Chinese character "Zhen" in a rice-shaped form. This not only pays homage to the origins of Jiaxing, known as the "City of Rice," but also emphasizes the brand's focus on its industry attributes.

One of the key interactions of the Zhenzhen Laolao design is through the use of a seal. The logo, in the form of a seal, symbolizes the brand's sincere approach to every product and customer. It creates a connection with the outside world, conveying a sense of authenticity and trust.

The Zhenzhen Laolao design project began in Jiaxing in August 2013 and was completed in Hangzhou in March 2014. The result is a brand image that is cohesive, systematic, and visually appealing. The product series has been reorganized, ensuring a clear hierarchy and consistent packaging. The terminal image has been standardized, creating a unified brand experience at every touchpoint.

Recognizing the excellence of this design, Zhenzhen Laolao was awarded the Iron A' Design Award in 2018. This prestigious accolade is given to designs that demonstrate innovation, practicality, and adherence to professional and industrial standards. Zhenzhen Laolao's design is not only visually appealing but also contributes to a better world by preserving and celebrating the traditional flavors of Jiaxing.

With its commitment to heritage and taste, Zhenzhen Laolao is a shining example of how design can revive and preserve cultural traditions. By embracing the past and infusing it with modern sensibilities, this design captures the essence of Jiaxing flavor and offers a truly authentic experience.