The Design System
During the process of clarifying the brand values, three keywords were set: neutral, perceptual, unique.
Based on the keywords, the visual design uses bold gothic letters as the basic elements, and on the rational basis of the grid system. Through rotation and scaling of the letters, the layouts are various, presenting the fun and playful spirit. The brand color palette includes black, white, and the natural craft paper color, which would be easily applied for the packaging materials, meanwhile establishing an overall natural and simple tone.