A New Life for Bay Lemon

High-quality agricultural products do not automatically translate into strong brand recognition. While the product itself provides functional and quality value, visual identity can give a brand personality and emotional appeal. The IP character connects the product, local identity, and forms of emotional expression that are more familiar to younger consumers.

I participated in the development of the IP background, character refinement, exhibition board layout, and a series of mock-up extensions. Centered around the “Wan Ning Zi” character, I refined its form and visual details and explored its applications across different brand scenarios, allowing the character to evolve from a single visual figure into an asset that could be used across packaging, exhibitions, and communication materials.

This project made me consider design not only as an aesthetic practice, but also as a translator between local culture and commercial branding. Making rural brands more relevant to younger audiences is not simply about creating more fashionable packaging; it is about giving local products and stories a contemporary form that people are willing to approach, remember, and engage with.