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Gansong Brand Visual Design: Celebrating Mayang's Cultural Heritage

Gansong brand's visual image is a tribute to the geomorphic characteristics and Miao culture of Mayang in China. Inspired by the region's landscapes and cultural spirit, the design combines fine lines to depict the mountains and rivers, symbolizing the selenium-rich soil and the longevity associated with the area. The smiling image of a Miao girl embodies the harvest and hope of the region, promoting local national culture through specialty branding.

The visual image is applied to various printed materials using techniques like foil and embossing printing, laser cutting, and gilding. All patterns are vectorized, ensuring consistent reproduction across different print variations.

This project, led by Design Director Biwei Zhu, was completed in 2019 in Changsha City, China. The design team, including Xiang Liu, Xiujuan Tan, Wei Liu, and supported by Han brand, overcame the challenge of accurately reflecting the core concept of local culture through the visual image.

The Gansong Brand Visual Design was honored with the Bronze A' Design Award in 2020, recognizing its outstanding creativity and contribution to preserving and promoting cultural heritage through visual communication.

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