Client: Dalang Library
Work: Graphic Design, Packaging
Location: Dongguan, Guangdong, China
By designing practical items with Dalang local characteristics, we aim to increase the appeal of the Dalang Library to new customers, especially students and parents.
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.
Client: Dalingshan Town People's Government
Work: Brochure Design, Layout, Graphic Design
Location: Dongguan, Guangdong, China
The Dalingshan brochure is designed for the Dalingshan Town Government. Located in the central-southern part of Dongguan and adjacent to Songshan Lake, Dalingshan is a well-known revolutionary area, the home of lychees, and the original place of The Dongguan Agarwood (Guanxiang). The visual design of the brochure draws from Dalingshan's rich "red culture" history as a significant anti-Japanese revolutionary base in South China, as well as its mountainous terrain. It integrates the fragrance of lychees, the aroma of Guanxiang, and the modern vibrancy of the town into the design. The key visual elements include flowing ribbons and mountain ranges.
Client: Dongguan High School
Work: Graphic Design, Memorabilia Design
Location: Dongguan, Guangdong, China
Dongguan High School, cherished by locals, has been a cornerstone of the community since its establishment in 1902 during the Qing Dynasty. It possesses a deep historical and cultural background and continuously nurtures outstanding talents for society. The Dongguan High School Alumni Association has commissioned the design of the 2021 alumni memorabilia, focusing on the theme of sports.
Inspired by the school's gymnasium architecture, the design captures the essence of athleticism and teamwork. Embracing the spirit of sportsmanship, this collection infuses a youthful and innovative vibe, reflecting the school's commitment to tradition while encouraging creativity and progress.
The primary visual design features sleek lines mirroring the gymnasium's dynamic architecture, infusing the collection with energy and motion. Drawing from the phoenix flower that blooms proudly on the sports field, the primary colour bursts with youthful vitality. The striking collision of light grey and bold red in the secondary gradient adds a contemporary touch, showcasing the campus's vigour and spirit.
Conceptual project
Client: TOJOY Work: Branding, Packaging
Location: Shenzhen, China
TOJOY is a neo-Chinese style tea brand. By exploring TOJOY's cultural heritage and dedicated and professional team genes, the brand is analogous to the spirit of ancient Chinese literati. It leverages its influence to shape the brand's market impression. The logo deconstructs the brand name's Chinese character "荼" (tú). The word "荼" has one more stroke "一" in the middle than the word "茶" (tea/chá). Using the Chinese character "一" (one) as a visual symbol, combined with the form of calligraphy and ink, it not only expresses the brand's persistent pursuit of making tea professionally and insisting on making "more" but also contains the spiritual core of inheriting the spirit of the ancients and inspiring the way modern people drink tea.
When "one" is extended, it can be used as a line, rope, or tie, which can connect different parts and connect "ancient" and "present". "One" can be used as a container after being bent and extended and as a frame to carry allusions, illustrations, promotional slogans, etc.
