Bestore has a large variety of snacks which are still constantly updating. Designer combined 3D effect with foods in order to deliver a unique feeling of packaging. The unique design method called visual element labeling was used in this project to solve the difficulty of an irreconcilable contradiction between the general character and personality, not only for all packaging to formulate a unified design specification but also highlights the characteristics of each product.

I am a PhD candidate of design under the guidance of Prof. Han Meilin in Tsinghua University. I was invited to participate in his project upon the visual design and exhibition design in “Han Meilin Global Tour”, which greatly broadened my horizons with global minds. After communicating with those famous artists and research staff and absorbing their advanced design concepts. I was engaged as the designer in Bestore project, based on the field survey and data analysis, in face of the huge volume of products, I creatively proposed to strengthen the brand decentralized management and specification management upon the packaging and formulate the Bestore PI standard manual, which won the warm response among managers. The upgraded packages not only improved the effective region division, made the product clear in the sense of quality, but also helped this brand find its precise position, give the special character of merchandise, and build up the perfect sense of vision image.

Expertise include strategy and positioning, identity and design, brand and packaging, research and innovationl.Deep understanding of the concept of living identity, identities that change and adapt. Every brand has a story to tell. But to tell the true story one needs to have courage. High level of design craftsmanship, ability to generate path breaking ideas and execute them beautifully.