Brand Concept

Tasty Crab Palace

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The crab found in Hongze Lake is tender, grainy in texture and melts on the tongue. It is the only large fluvial lake in China that provides a home for crabs. The logo combines four red curved lines with a crab about to crawl out of the water. The red lines reflect the fact that the lake is organic, well-balanced and free of pollution. The campaign thus manages to foster trust and conveys a message that these crabs are the healthiest ones to be found in China.

Credits
  • Client:
    Tasty Crab Palace
  • Design:
    ZhengBang Creative (Beijing) Branding & Technology Co., Ltd., Beijing