Memory
共同记忆
Rooted in the cultural heritage of traditional Chinese pastries, this project reimagines the visual identity and strategic positioning of Liyue Fang, a brand recognized for its signature Yunnan ham mooncake. Centered on the idea of “Collective Memory,” the work draws from Yunnan-sourced ingredients and the region’s distinctive colors and visual language. The resulting identity embraces a rustic and unpolished aesthetic, evoking authenticity, craftsmanship, and shared memories of traditional taste.
该项目立足于中国传统糕点的文化底蕴，重新构想了丽粤坊的品牌视觉识别与战略定位。围绕“共同记忆”这一概念，设计从云南在地食材及其鲜明的地域色彩与视觉特征中提取灵感，形成了一种质朴、不加修饰的视觉风格，以回应传统风味中蕴含的真实感、手工气息与共同记忆。