Unique graphics for product features

Jinxie Foods is a Chinese food company that offers snacks and beverages made from a sweet, sour, and refreshing-tasting fruit known as hawthorn, which is a member of the rose family. With its own research and development institute, the company conducts everything in-house from development to production and sales, providing safe, tasty, and healthy products.

Jinxie Foods’ “Shanxie Qingqing” is a hawthorn juice made only from hawthorn, glacial sugar, and water. It is characterized by its refreshing taste, and is not only an everyday drink, but also a drink that goes well with hot pot and other strong-flavored meals. Although “Shanxing Qingqing” has been loved by many consumers for many years, it needed to be updated to keep up with the times, and Bravis was in charge of the renewal of the package design.

Since the target consumers were young adults in their 20s and 30s, an illustration of a hawthorn tree was arranged in a dot pattern style to create a youthful and fresh design. In the illustration, the hawthorn and the citrus peel, which is a flavor development, are drawn geometrically, but the lines are slightly distorted to avoid a chemical impression and to give the impression of naturalness that is gentle to the body.