October 13, 2020

POSTED BY

Sirui Liao

CATEGORY

Chinese Graphic Design: Supermaket identity

Fookguard supermarket logo When thinking about grocery shopping, I think about the local corner store, wholesale supermarkets like Costco, or organic healthy branded markets like Wholefoods. The idea of a supermarket is either about close, cheap, or healthy. Fun is never considered as an essential branding for supermarkets.   Fookguard …

Fookguard supermarket logo

When thinking about grocery shopping, I think about the local corner store, wholesale supermarkets like Costco, or organic healthy branded markets like Wholefoods. The idea of a supermarket is either about close, cheap, or healthy. Fun is never considered as an essential branding for supermarkets.

 

Fookguard supermarket logo

 

Fookguard supermarket logo print

VRD brand studio was commissioned by Fu Lin Wan Jia( Good fortune arrive in every family) supermarket to design a brand identity set engaging younger consumers.
VRD brand studio chose to develop the character Fu, good fortune, in the supermarket’s name. They decided to visualize the idea of good fortune in the design of the character. In China, we usually consider round and chubby things as something blesses with good fortune. VRD brand adopted this idea and designed the Fu character into a chubby frog holding a star, meaning the fortune frog arrives, good fortune would arrive in every family. The whole color scheme is high contrast, energetic and lively. Using the same design language, they also designed a set of icons for their product’s four main categories, so the visual is not only fun to look at but also distinguishable and functional.

 

Fookguard supermarket four categories
Fookguard supermarket four categories

 

Fookguard supermarket logo print

 

Fookguard supermarket four categories

 

Fookguard supermarket color

 

Fookguard supermarket logo print

 

fortune frogs

 

Fookguard supermarket shopping bag

 

Creative Director: Ericc Young
Design Director: Xie Jun
MGD Director: MZ Lee