Ruifuxiang Branding Design
Ruifuxiang, founded in 1862, has hundreds of years history. It is also regarded as one of the most famous brands in China because of its long history and excellent quality. And its main business is qipao. The most prosperous period for Ruifuxiang was between 1949 - 1990 when it has so many branches all over China. Their qipao are made by their own designed clothes as well as show
Chinese traditional women's charm and beauty.
Chinese traditional women's charm and beauty.
In China, there are many long-established brands which have not been well designed. This work is devoted to Ruifuxiang. And the whole brand image was inspired by "Qingfu" which is a kind of insect in China and symbolises wealth. The inspiration also came from qipao which is a kind of Chinese traditional costumes.
01 / Logo
The tow qinfu are symmetrical and the form of the shape of a Chinese frog which symbolises wealth and traditional beauty. About the colour, I chose deep red rather than bright red to reflect its long history, while red in China has unique meaning which represents bright, well-being and tradition.
02 / Pattern
Considering Ruifuxiang' brand culture, I refined four basic patterns from the Chinese traditional clothes as well as applied these patterns to my design.
03 / Package + Booklet
About packages, I chose simpler structures to highlight the brand itself, and the designs of hangtag and handbag are the comprehensive applications of basic patterns and product vector graphs.
This booklet is accordion binding and the cards in it can be replaced.
04 / Envelope
05 / Poster
06 / Website
