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ZhenYue Brand Identity Design by Guangzhou Cheung Ying Design Co., Ltd.

Guangzhou Cheung Ying Design Co., Ltd. has unveiled the new brand identity for ZhenYue, a dried foods retailer aiming to restore the essence of food. The brand's logo, inspired by traditional bamboo sieve drying, intertwines the brand name letters to resemble a collection of dried foods, symbolizing "ZhenYue Selection, High-quality Gathering."

The new brand standard color, orange, conveys traditional craftsmanship and enthusiasm, enhancing consumer confidence and stickiness to the brand. The visual system, including the logo and extended graphics, is designed for various applications such as business cards, badges, and gift packages, utilizing foil gold and screen printing.

The project, which commenced in June 2020 and concluded in September 2021 in Guangzhou, involved in-depth research on traditional dried foods production processes and the needs of the urban population. The design system aimed to redefine the brand's essence, attributes, and values while overcoming the challenge of diverse product categories and visual inconsistencies.

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