BRAND IDENTITY · FESTIVAL PACKAGING

DEHE Dragon Boat Festival

Festival zongzi packaging for DEHE: ingredient-based illustration and a distinct color world per flavor, built to be recognized on the shelf.

ScopeBrand identity / Packaging

OutputTypography / Illustration / Pouch packaging / Shelf display

Project Summary

DEHE is a heritage food brand that needed a refresh for younger shoppers, and a zongzi range that is easier to recognize on the shelf.

What We Built

We simplified the zongzi character into a distinctive product mark, translated rice, leaves, ham and beans into graphic forms, and gave red bean, Yunnan ham, original and mixed-grain flavors each their own color world, with a clear reading order from product type to pack quantity.

Result

The final system gives DEHE a bold, ingredient-led range that reads quickly on the shelf and joins adjacent packs into one display.

DEHE red bean flavor illustration with playful animals on navy

DEHE Yunnan ham flavor illustration with ham slices, rice mountains and boats on teal

DEHE original flavor illustration of green zongzi leaves with a figure sliding down

DEHE mixed-grain flavor illustration with beans, nuts, fruit and a bird on orange

DEHE four flavor illustrations side by side

DEHE typography development simplifying the zongzi character into a product mark

DEHE ingredient abstraction turning rice, leaves, ham and beans into graphic forms

DEHE flavor system for red bean, Yunnan ham, original and mixed-grain zongzi

DEHE red bean panel with the zongzi mark on navy

DEHE Yunnan ham panel with the zongzi mark on teal

DEHE original flavor panel with the zongzi mark on green

DEHE mixed-grain panel with the zongzi mark on orange

DEHE red bean zongzi pouch on its illustrated pattern

DEHE red bean zongzi pouches, front and back

DEHE red bean pouches arranged diagonally on navy

DEHE Yunnan ham zongzi pouch on its illustrated background

DEHE Yunnan ham zongzi pouches, front and back

DEHE Yunnan ham pouches arranged diagonally on teal

DEHE original flavor zongzi pouch on a green leaf pattern

DEHE original flavor pouches, front and back, on green

DEHE original flavor pouches arranged diagonally on green

DEHE mixed-grain zongzi pouch on its orange pattern

DEHE mixed-grain pouches, front and back

DEHE mixed-grain pouches arranged diagonally on orange

DEHE four flavors of zongzi packaging laid out together