Brand Concept

Tasty Crab Palace

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.

Red Dot