In a country of immigrants, it is common to get lost in foreign stores, with different typographical and visual languages and a lack of accessibility to English readers. On the other hand, when foreign products enter the Western market they often lose their identity after designs are translated and rebranded, discrediting the consumers and the product.
I aimed to close the cultural gap by creating an identity for a mushroom tea company entering a foreign market. The company is named Red Goat, inspired by nostalgic Chinese grocery store brands. As a native Chinese speaker, I aimed to create a clear design language for Chinese and English readers, even if consumers could read neither language.
Below are the assets designed and presented to the class:
• Mission statement
• Logos and clear space
• Web, mobile, and social account
• Font palette and color palette
• Stationery suite, tote, t-shirt, and matchbox
• Product design
• Exterior signage, marketing assets, and poster
The slide deck is available below for viewing purposes.
Programs: Adobe Illustrator, Indesign, and Photoshop
Slide deck and assets by me
