Authoring information
Brand Holdings: Three Squirrels Co., Ltd.
Service content: packaging design illustration design

Yuanyi team members participate
Original design: Chen Yiwen Gu Zhen
Visual performance: Dong Tian
Illustration Design: Alex of Zanthoxylum bungeanum
Operation Promotion: Lv Yuxing, Wang Yu

Note
Product screen and text information
Subject to final listing results


The craft market continues to expand, flavors and visual expressions become more diverse, consumer choices increase, and judgment costs increase simultaneously. Whether the brand can be established for a long time depends on the ability to control the basic classic category. As a cultural prototype, the Monkey King is ever-changing but the core remains unchanged. Sun Monkey King takes the "plucking body" as the design logic, regards each product as a new monkey hair, establishes order in the change, and realizes sustainable extension with a clear structure.

The addition of German wheat is a key link for the brand. As a classic category that has been proven for a long time, it provides a stable and reliable infrastructure that enables products to have a clear judgment path in complex choices. With complete structure and restrained expression, users can quickly establish cognition without parsing details. This certainty, which can be chosen repeatedly, constitutes the underlying fulcrum of the brand system.

On this basis, the cultural symbol of Sun Monkey King enters the existing structure. Symmetrical layout, wheat ears, fonts and black gold system to establish a category consensus, Zijin crown as the central axis, Huaguo Mountain into hops, treasure gourd hidden in the form, cloud gas form the boundary. The synergy of structure and symbol makes the product easy to understand and have memory points, making it easier to be identified and selected in a diversified market.
The core of Sun Monkey King lies in the coexistence of change and restraint.

The design continues to translate this temperament into different categories, so that every change is based on a stable structure. When brands master standards and personality at the same time, the product forms a logical overall relationship. Establish standards in changes, retain individuality in standards, and ultimately point to the same core-Monkey King.