Pure Green Visual Identity

Graphic Design Award Winner.
Awarded for Good Graphics, Illustration and Visual Communication Design.

Pure Green Visual Identity
by Xinqi Liu

Awarded April 15, 2020
CLIENT: MET Creative Brand
9.980

Pure Green is a visual identity for a hotpot restaurant brand in Chongqing. The green color of fresh pepper hotpot is used as the brand color, in contrast with the red that is common in the local market. A character image named Mobee forms the central symbol of the identity. Mobee combines a positive circle and a negative cross element. Mahjong tiles replace the facial features to express independence, mystery and vitality. The brand symbols are applied across diverse forms and media, with the aim of bringing the brand closer to young consumers.

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