LONGPAI

Brand identity

For every 'Descendant of Yan and Huang' – a term that represents the Chinese people and refers to an ethno-cultural identity based on a common ancestry associated with a mythological origin – the image of the Chinese dragon is a symbol, as well as an emotional statement. This creative logomark uses the dragon head as its principal element. The visual characteristics are adjusted to match modern styling. The eyes of the dragon, sternly focusing on its verbal brand name, assure that the brand will inherit the dragon's ingenuity, and express fortitude and power.

Client / Manufacturer

Longpai Food Co., Ltd.

Xiangtan, CN

Design

Dongdao Creative Branding Group

Beijing, CN