肆意
FREE MINDED︎︎︎

A branding and illustration project for a traditional snack bar in Xuzhou, China.

Tools used:
Clip Studio Paint / Illustrator

The snack, 油条包麻糍, is a long, fried doughnut (Youtiao) folded in half, and inside are soft rice cakes. Sesame, taro, oreo, etc., are some example toppings.

The goal for the snack bar was to reintroduce this traditional snack by rebranding it with innovative toppings. My client’s target audience was middle schoolers to college students, so I transformed rice cake doughnuts into cute characters. The muted color palette and graphic designs were inspired by vintage Shanghai and Hongkong advertisements from the 1920s, aligning with the central concept of embracing an old tradition with a splash of new.