Gan Song: A Visual Design Celebrating Nature and Culture

Unveiling the Unique Visual Identity of Gansong Brand

The visual image of Gansong brand stands out with its cultural authenticity and connection to the Mayang area. The concept behind Gansong's brand culture originates from the breathtaking scenery of Mayang, where the Jinjiang River flows amidst clear waters and lush green mountains. This harmonious blend of mountains and water gives birth to a mesmerizing natural landscape. Moreover, the selenium-rich soil and water in this region not only contribute to good health but also infuse the fruits along the Jinjiang River with a delightful fragrance, earning it the title of the "mother river" and Mayang as the "hometown of longevity."

The core vision of Gansong's brand image is to depict the majestic mountains and flowing river of Mayang through the original shape of the Jinjiang River and carefully arranged lines. The design also incorporates the smiling image of a Miao girl, symbolizing abundance and hope. By leveraging specialty brands, Gansong aims to promote local national culture and drive commercial success.

The visual image of Gansong brand is realized through various mediums, including brochures, cards, envelopes, packages, and outdoor advertisements. The production process involves techniques such as foil and embossing printing, laser cutting, and gilding, which add depth and texture to the design.

With its versatility, the Gansong visual image design can be applied to printed products of all sizes, ensuring the brand's message is accurately conveyed across different mediums. All patterns are vectorized, and the colors have been carefully calculated to ensure consistent results across various printing variations.

The Gansong brand visual design is a collaborative effort, led by Design Director Biwei Zhu, Executive Director Xiang Liu, Illustrator Xiujuan Tan, and Copywriter Wei Liu. The project was supported by Han brand, a renowned company in the industry.

The visual image of Gansong brand effectively captures the essence of Mayang's regional culture. It has been applied to brochures, packaging, advertisements, postcards, and more, showcasing the brand's commitment to promoting local culture and driving commercial operations.

The design project was carried out in Changsha City, China, starting and finishing in 2019. Extensive research was conducted to ensure that the created brand stands out by incorporating regional culture into its visual identity, making it more relatable and appealing to the market.

Designing the visual image of Gansong brand presented its fair share of challenges. The main hurdle was accurately and reasonably depicting the core concept of local culture. The mountain and water imagery may seem simple, but it encompasses intricate changes in lines. These textures are unified through the use of dark tones and embossing printing techniques, creating a visually striking concave and convex effect. Additionally, all images were vectorized, allowing for easy processing and adaptation in various situations.

The inspiration behind the Gansong brand visual image design stems from the geomorphic characteristics and Miao culture of Mayang. By skillfully incorporating the region's natural beauty and the charm of Miao girls, the design captures the spirit of the land and its people. The visual design is applied to brochures, envelopes, packaging, and more, enabling local communities to promote sales and showcase their national culture through effective brand management. The essence of Gan song lies in celebrating the wonders of nature and life.

Image Credits: Wilbur Studio

Intellectual Property Notice: Copyrights belong to Wilbur Studio/Gan Song, 2019.

Awards and Accolades: The Gansong brand visual design was awarded the Bronze A' Design Award in the Graphics, Illustration, and Visual Communication Design category in 2020. This prestigious award recognizes designs that demonstrate outstanding creativity, resourcefulness, and technical skills. By incorporating best practices in art, science, design, and technology, the Gansong brand visual design contributes to improving the quality of life and making the world a better place.