Cu Shifu
A condiment identity led by a memorable character
- Industry
- Condiments and food
- Scope
- Visual identity · Brand applications
AChallenge The task
The Cu Shifu presentation connects a vinegar category name with a character across everyday brand materials.
BThinking The key decision
A figure in a conical hat, bottles and handheld utensils provide recurring visual cues alongside the name.
CDesign Content & visual work
Mustard yellow supports black Chinese and CU SHIFU lettering, with monochrome character drawings kept distinct.
DApplication Applications & delivery
Bags, boxes, outdoor graphics and smaller objects show the identity at different scales without making product-benefit claims.
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