Xing Yun Shu Dessert

Xing Yun Shu Dessert
by Bingying Liu

• Awarded April 15, 2023
• CLIENT: Shijiazhuang luoshanqi foods co., ltd
• 8.547

Xing Yun Shu is a brand identity created for a dessert producer. The design conveys the idea of luck found in traditional Chinese culture through a new visual language. Abstract figures built from compact points, lines and planes replace complex traditional Chinese patterns, and the simplified forms still carry the meaning of good fortune. A festive pairing of red and green is combined with Chinese characters to give the tradition a fresh appearance. The intention is to build a warm and positive feeling toward the dessert brand.