The "斤 (jin)" is the traditional Chinese unit of weight (one jin is 500g).
Even in modern times, this unit of weight is like an agreed rule and is often found in the daily lives of all Chinese people.
In the design, in order to express that "计饺 Gee Dumpling" is an honest, close to life, high quality brand, the Chinese character for "斤" was combined to create the slogan "斤斤计饺 Dumplings are weighed by jin". The graphic design uses the shape of the dumpling as the core visual, making it simple and straightforward. The typography is based on a clear structure, combined with traditional Chinese serif strokes, expressing a sense of beauty that combines tradition and modernity.
Even in modern times, this unit of weight is like an agreed rule and is often found in the daily lives of all Chinese people.
In the design, in order to express that "计饺 Gee Dumpling" is an honest, close to life, high quality brand, the Chinese character for "斤" was combined to create the slogan "斤斤计饺 Dumplings are weighed by jin". The graphic design uses the shape of the dumpling as the core visual, making it simple and straightforward. The typography is based on a clear structure, combined with traditional Chinese serif strokes, expressing a sense of beauty that combines tradition and modernity.
On the packaging, the product weight is reflected by the enlargement of "半斤 (half jin)" and "壹斤 (one jin)", which is a reminder of the concept of "斤斤计饺 Dumplings are weighed by jin" and creates a unique visual experience. The square-shaped layout makes the whole more flexible and also allows the design language to be used throughout the brand.
「斤」为中国传统重量单位。
即使在现代社会,壹斤饺子、半斤葱的声音就像是约定俗成的规矩,常常出现在所有人的饮食生活中。
在设计中,为了表达「计饺」是有着朴实的、贴近生活的、品质感的品牌形象,从而结合了「斤」,融会出「斤斤计饺」的产品概念。图形设计将「五褶」饺子的外形作为主体,笃定且直接。字形设计则以清晰克制的结构为基础,结合适度的中文衬线笔法,增加了传统与现代相关联的美感。
在产品包装上,对应着产品重量将「半斤」与「壹斤」通过巨大夸张的方式去呈现,以紧扣「斤斤计饺」的概念,也营造出独特的视觉感官。同时方块状的板式布局使整体更加灵活,同时也让这一设计语言贯穿整个品牌视觉架构。
