Yi Mi Xiaoxin is a Chinese graphic designer who founded Shenzhen PURE Design Studio in 2013. The studio especially works with clients from the southern metropolis and has a wide range of services, from simple ‘hongbao’ (red envelope) branding to designing brand’s identity, revealing each time a bit more the new face of Chinese graphic design.
The rice branding project called xiaotuanyuan is a playful take on rice branding with hand-drawn elements and use of bold colours. Each box represents different types of rice according to their own region. To reflect the differences, Yi Mi Xiaoxin has drawn elements from each of the regions which feature prominently on the packaging.
By Elliot Richards