Industry
Food & Drink
Red Flower Cake
Agency
2x4
Role
Pitch Direction Designer (Logotype and Visual System)
- Created a strategy-led direction with an execution-ready system to visualize potential real-world rollout
- Self-initiated a product and application photoshoots, collaborating with the photographer (not an official deliverable)
Challenge
Red Flower Cake is a boutique bakery on one of Beijing’s most competitive dessert streets, where the identity needed to cut through at shelf and storefront level while communicating freshness, refined quality, and premium ingredients.
Concept
I led the concept by translating the proverb “good wine needs no bush” into a visual idea of aroma that travels, making the scent of freshly baked pastries feel almost visible from a distance. That imagery became the foundation for a flexible, extensible graphic system designed to adapt across a wide range of packaging formats, staying bold and distinctive while heightening the sensory appeal of the food.
Team
Creative Direction:
Jing Xin, Celine Fu
Additional packaging-led food and drink projects
Loop Coffee Food and Drinks
Illustration | Packaging
Brand Identity | Packaging