Cu Shifu
A condiment identity led by a memorable character
Cu Shifu builds its brand expression around vinegar as an everyday condiment, bringing the product category together with a character identity. Vinegar bottles, handheld objects and a figure wearing a traditional hat provide memorable references, extended across bags, boxes and promotional imagery to make the name easier to recognise.
- Region
- Zhenjiang, Jiangsu
- Industry
- Condiments and food
- Scope
- Visual identity · Brand applications
- Project year
- —
AChallenge
The Cu Shifu presentation connects a vinegar category name with a character across everyday brand materials.
BThinking
A figure in a conical hat, bottles and handheld utensils provide recurring visual cues alongside the name.
CDesign
Mustard yellow supports black Chinese and CU SHIFU lettering, with monochrome character drawings kept distinct.
DApplication
Bags, boxes, outdoor graphics and smaller objects show the identity at different scales without making product-benefit claims.
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Office
Room 1905, Unit 1, Building 1, North Gate, Yinhe Xijiang Hepan, No. 99 Qunhui North Road, Longquanyi District, Chengdu, Sichuan, China