Xing Yun Shu
Xing Yun Shu is a brand identity created for a dessert producer. The design conveys the idea of luck found in traditional Chinese culture through a new visual language. Abstract figures built from compact points, lines and planes replace complex traditional Chinese patterns, and the simplified forms still carry the meaning of good fortune. A festive pairing of red and green is combined with Chinese characters to give the tradition a fresh appearance. The intention is to build a warm and positive feeling toward the dessert brand.
Xing Yun Shu Dessert by Bingying Liu was highlighted as an outstanding representation of communication design by the A' Design Award. Xing Yun Shu Dessert was awarded the Bronze A' Design Award in Graphics, Illustration and Visual Communication Design in 2023. The A' Graphics, Illustration and Visual Communication Design Award is a highly prestigious, international, juried design competition that recognizes superior design of logos, posters, infographics, brochures, packaging designs, business cards, book covers, billboards and more.
