Hong Jia Min · CLIENT: Jijia Brand Creative Studio
Ruyi Dim Dong is a brand identity for a bakery. The design links ancient pastry traditions with European bread making. The logo is based on two Eastern motifs, the unfurling scroll and the partly opened gift box. The right stroke of the character Ru becomes a silk scroll, a sign of heritage. The character Yi loses its left radical, leaving the component Li, which resembles a gift being opened. A pine needle motif appears on seals and belly bands, printed on sustainable materials. Gift boxes present the pastries as cultural souvenirs of the city.
Press Kit
- Unique Properties
- East West Alchemy Revive ancient pastry techniques alongside European bread artistry, bridging tradition and modernity through taste.Gifts with Soul Through culinary craftsmanship, design curated gift boxes blending Eastern aesthetics with functionality, transforming pastries into edible ambassadors of a city cultural essence.
- Dimensions & Packaging
- Inspired by the brand slogan Pines need not envy peach blossoms, the primary visual system captures the layered texture of pine needles, rendered on sustainable materials to evoke an Eastern aesthetic of timeless elegance. This transforms routine purchases into lightweight cultural encounters. The pine motif extends across seals and belly bands, symbolizing the product enduring quality steadfast as ancient pines.
- Tags
- Health, Creativity, Baking, Chinese, Oriental
- Production Technology
- The visual system distills six operational pillars into essential graphic forms Brand Philosophy, Target Audience, Usage Scenarios, Daily Freshness, Clean Ingredients, Cultural Remix, Through rigorous formal reduction, each business imperative becomes an actionable design syntax.
- Design Challenge
- The project requires the seamless integration of multiple elements to simultaneously communicate the brand core identity, embody Oriental aesthetics, and ensure versatile application across diverse scenarios.
- Project Duration
- Designed in September 2023 for Nanning, Guangxi, China
- Operation Flow
- Anchored in Ming style typography, the right stroke of the character Ru is reimagined as an unfurling scroll its silk like curves converging into a gracefully tapered form, embodying the enduring legacy of tea house culture. The left radical of Yi is intentionally concealed, allowing its right component Li to emerge like a half revealed gift box, subtly evoking the ceremonial unveiling of Eastern refinement.
- Research
- Committed to conveying brand essence with minimalist clarity, unlocking expansive possibilities while ensuring sustainable brand evolution.
- Inspiration
- The design draws from dual Eastern motifs the unfurling scroll and the partially opened gift. The scroll embodies the enduring legacy of tea and dim sum culture, while the half revealed gift box captures the delightful moment of unwrapping a souvenir.The character Ru transforms into scroll like silk ribbons, symbolizing heritage; Yi is deliberately halved, leaving only its right component Li as an unboxed surprise reflecting the subtle grace of Eastern aesthetics.
- Image Credits
- Hong Jia Min
- Patents
- Copyrights belong to Hong Jia Min, 2023.
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