Client: YUJI MINGHUA
Work: Rebranding, Typography, Packaging
Location: Dongguan, Guangdong, China
Yuji Minghua, a local food brand deeply rooted in the heart of Houjie, Dongguan, boasts a rich history spanning nearly 70 years. This project is dedicated to enhancing the brand's design to retain its enduring appeal to loyal customers and increase its potential to captivate a new generation.
Our project is dedicated to enhancing the brand's design, but it's also about embracing innovation. We've maintained the traditional character of Yuji Minghua's time-honoured roots while appealing to a younger audience and accommodating various promotional contexts. We've designed three sets of distinct yet harmonious logos and supplementary graphic elements based on the text 'Yuji Minghua.' These sets, a fusion of old and new, youthful vitality and traditional charm, can be flexibly used depending on the context. The overall visual theme evokes a nostalgic feel for local traditional tastes, reflecting the brand's commitment to staying true to its core values while also pushing the boundaries of design. This design approach aims to resonate emotionally and infuse new vitality into the established brand.
To effectively reach the younger consumer demographic, we've created a brand character image for this time-honoured brand. Aligning with the genuine and down-to-earth character of the Yuji Minghua brand, the character design draws inspiration from the image of a traditional craftsman who has consistently made Cantonese sausages, mooncakes, and various delicious foods over the decades. Extracting the appearance features of the brand's founder, Master Yu Wei, we've developed the lovable and endearing character of "Uncle Ming," which also resonates warmly with long-time customers.
In addition, the supportive characters inspired by Minghua's topped products (sausage—Doggy Sausage, egg roll—Kitty Roll Roll, and mooncake—Monkey Cake Cake), along with "Uncle Ming," make up the Minghua Food Family. The IP family image uses warm colours to create a genuine, reliable, and friendly visual feel.
The brand characters' image and logo system are applied across packaging, promotional posters, store signage, and various materials, instantly injecting new vitality into the brand. These personified design elements enhance brand communication efficiency and recognition at once and bridge the gap between consumers and the brand.
The new packaging system starts from a nostalgic sentiment and uses illustrations to reflect Minghua's progressive brand spirit, capturing the essence of "the old flavours from memory." The illustrations feature local traditional elements such as the ancestral hall, the Keyuan Garden, the loong-lion dance, the dragon boat, and the rooster bowl, evoking the shared memories of Dongguan residents. When the products are given as gifts, they showcase Dongguan's distinctive cultural heritage to people outside the region.
Work: Rebranding, Typography, Packaging
Location: Dongguan, Guangdong, China
Yuji Minghua, a local food brand deeply rooted in the heart of Houjie, Dongguan, boasts a rich history spanning nearly 70 years. This project is dedicated to enhancing the brand's design to retain its enduring appeal to loyal customers and increase its potential to captivate a new generation.
Our project is dedicated to enhancing the brand's design, but it's also about embracing innovation. We've maintained the traditional character of Yuji Minghua's time-honoured roots while appealing to a younger audience and accommodating various promotional contexts. We've designed three sets of distinct yet harmonious logos and supplementary graphic elements based on the text 'Yuji Minghua.' These sets, a fusion of old and new, youthful vitality and traditional charm, can be flexibly used depending on the context. The overall visual theme evokes a nostalgic feel for local traditional tastes, reflecting the brand's commitment to staying true to its core values while also pushing the boundaries of design. This design approach aims to resonate emotionally and infuse new vitality into the established brand.
To effectively reach the younger consumer demographic, we've created a brand character image for this time-honoured brand. Aligning with the genuine and down-to-earth character of the Yuji Minghua brand, the character design draws inspiration from the image of a traditional craftsman who has consistently made Cantonese sausages, mooncakes, and various delicious foods over the decades. Extracting the appearance features of the brand's founder, Master Yu Wei, we've developed the lovable and endearing character of "Uncle Ming," which also resonates warmly with long-time customers.
In addition, the supportive characters inspired by Minghua's topped products (sausage—Doggy Sausage, egg roll—Kitty Roll Roll, and mooncake—Monkey Cake Cake), along with "Uncle Ming," make up the Minghua Food Family. The IP family image uses warm colours to create a genuine, reliable, and friendly visual feel.
The brand characters' image and logo system are applied across packaging, promotional posters, store signage, and various materials, instantly injecting new vitality into the brand. These personified design elements enhance brand communication efficiency and recognition at once and bridge the gap between consumers and the brand.
The new packaging system starts from a nostalgic sentiment and uses illustrations to reflect Minghua's progressive brand spirit, capturing the essence of "the old flavours from memory." The illustrations feature local traditional elements such as the ancestral hall, the Keyuan Garden, the loong-lion dance, the dragon boat, and the rooster bowl, evoking the shared memories of Dongguan residents. When the products are given as gifts, they showcase Dongguan's distinctive cultural heritage to people outside the region.
