Chuan Xiang
Chuan Xiang is a heritage food brand rooted in memory, tradition, and the flavours of home. From nostalgic snacks to ambient bakes, the brand celebrates timeless recipes passed down through generations. We partnered with Chuan Xiang to develop a cohesive visual identity and branding system that honours its cultural roots while appealing to a new generation. This included logo design, packaging direction, brand storytelling, and bilingual messaging that evoke warmth and belonging. We also created a social media strategy for Instagram, TikTok, Douyin, and Xiao Hong Shu to ensure platform relevance, emotional resonance, and consistent content across local and tourist audiences.
Honouring Tradition Through Design
We developed a brand identity for Chuan Xiang that pays homage to the richness of heritage while remaining refined and modern. The logomark features a bilingual typographic treatment that subtly blends calligraphic influences with contemporary balance—evoking the quiet confidence of a brand rooted in culture. The chosen palette and visual language were intentionally muted and warm, designed to evoke memory, comfort, and timelessness.
Packaging That Connects Emotionally
Our packaging design approach focused on making each product feel like a thoughtful gift. We balanced aesthetic appeal with cultural storytelling—designing layouts that showcased traditional ingredients and textures while maintaining a modern, clean finish. Typography, layout, and copy all worked in harmony to convey care, tradition, and a sense of home. The result is a packaging system that doesn’t just hold food, but carries meaning—inviting both locals and tourists to connect with something familiar, authentic, and emotionally resonant.
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