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醬料宣傳單

Hu Tong Jian Bing — Brand Identity & Visual System

Role: Creative Director
Client: Hu Tong Jian Bing
Category: Brand Identity & Visual Design

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Overview

Hu Tong Jian Bing is a modern food brand inspired by the beloved Beijing street-food classic — the jianbing. I created the brand identity and visual system, focusing on a bold, expressive language that captures the energy, warmth, and handcrafted nature of the traditional jianbing-making process.

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Design Challenge

The core challenge was to build a visual identity that was:

  • Authentically rooted in jianbing street culture

  • Expressive and bold, reflecting the lively character of hutong food stalls

  • Distinctive and modern, setting the brand apart within the competitive fast-casual market

  • Adaptable across real-world touchpoints such as packaging, menus, signage, and digital materials

The brand needed a visual personality that felt handcrafted, dynamic, and inviting.

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Approach & Visual System

I developed a modular visual identity system grounded in cultural expression and food-craft authenticity.

Blending your original insight:

  • Brush-stroke swirl motif: The signature swirling brush form in the background takes direct inspiration from the circular motion used when spreading batter on the jianbing griddle. This visual metaphor connects the brand identity to the craft at the heart of the product.

  • Expressive typography: Bold type choices reinforce the energy of hutong street vendors while supporting legibility in fast-paced food environments.

  • Dynamic layout rhythm: Loose, kinetic compositions mirror the fluid motions of cooking, giving the identity an active, hand-prepared feel.

  • Vibrant color system: Warm, contrasting tones evoke approachability and freshness, helping the identity stand out both in physical and digital contexts.

  • Modular graphic elements: Logo marks, brush-stroke variations, and supporting icons were designed as reusable components to maintain consistency across menus, storefronts, and printed materials.

This system builds a visually expressive yet scalable identity that honors the food tradition while presenting it in a contemporary way.

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Outcome

The final identity system gives Hu Tong Jian Bing a distinctive, culturally resonant brand presence, with a dynamic look that remains recognizable across signage, menus, packaging, and promotional materials. The brush-stroke swirl motif — tied directly to the cooking action — has become the signature visual anchor of the brand.

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Tools & Skills

Tools: Adobe Suite
Skills: Brand Identity Systems, Art Direction, Modular Visual Design, Cultural Visual Strategy

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