Xin Xie / 谢昕

Visual Identity – Rebrand

A Chinese candy brand founded 60 years ago with its special wrapping paper seen as a classic. It has become popular again among young Chinese in recent years because of nostalgia. The redesign aims to attract the younger generation while keeping the nostalgic feel.




Color




Type Design

Display typeface, developed from the old type used in the classical wrapping paper.

In Use