LoongSo
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LoongSo is a Food Lab aiming to innovate experimental and novel tastes for dragon’s beard candy, the traditional Chinese cotton candy with an oldish image.
The graphic system is friendly with full lively typefaces, patterns and color palette, thereby highlighting a lighthearted, modern, playful brand image that will be more appealing to local customers and foreign visitors.
The logotype plays with the pulled white threads to bring forward the handmade quality of this traditional art.
The visual identity design carried the elements made in the laboratory, unique particle patterns for each flavors' packaging representing mix and match between traditional candies and novel flavors. Each particle graphics stands for gustatory stimuli brought by diverse candy flavors, which bringing its brand philosophy to the customer that LoongSo provides a new candy tasting experience.
The packaging system inspired by the candy-making process, the opening method of sleeve box let the users imitating the process of hand-pulling candy floss, it was designed to convey the brand commitments towards conservation and inheritance on traditional craftsmanship.
