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Zhù Jia
A brand who sells homemade Traditional Chinese Cookie, but targeting the aesthetic-attracted, modern consumer.
SERVICE
YEAR
Brand Identity and Packaging
2020
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Bringing back the Classic
It is a taste reminiscent of home.
The brand focuses on evoking that same sense of homeliness and nostalgia by merging tradition and modernity to create another classic. This concept has brought us to a nostalgic yet contemporary brand image with such a bright and vibrant colour palette but still having classical Chinese elements.
Almond Cookies
Pineapple Tart
Peanut Cookies
Red is the colour of happiness in Chinese culture. It is a bold yet energetic colour. Besides that, it also represents the colour of the peanuts' skin.
This vibrant orange colour not only represent the pineapple filling in the tarts, it also communicates a fresh and natural design language for the brand.
The pink communicates a happy and lively personality. Allowing the packaging to express an approachable personality.
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