Pastoral Song of Huangqi

Regional agricultural products often carry rich cultural stories and geographical value, but without a coherent visual system, these elements can become fragmented across packaging, promotional materials, and other communication touchpoints. A systematic brand identity integrates regional culture, product value, and brand image, allowing the brand to maintain consistency across different contexts while preserving its local character.

I extracted visual elements from Dingxi’s regional culture, agricultural resources, product characteristics, and brand positioning, then established the core visual language and extended it across packaging, promotional materials, and other applications. I also tested and refined the relationships between visual elements across different media and usage scenarios.

This project shifted my understanding of design from “creating a single visual composition” to “building a visual language that can continue to be used.” Brand design is not limited to logos or posters; it is about creating a visual system that maintains recognition across different media and consumption scenarios while continuously communicating the brand story.