TJ Tibetan Beef Jerky
TJ Tibetan Beef Jerky
Client: TJ
Design Company: YONCO Design
Creative Direction: Yang Guozhu Art
Direction and Design: Chen Yuda
Country: China
Initially, the client only wanted a straightforward package design for its product. But we persuaded them to go forward with branding as well. The design touches both packaging and branding. As the client did’t want to use the word “Tibetan” for its logo, TJ (for Tibetan Jerky) was created. The arrangement of the letters resembles a cattle.
Abstract brush strokes and strong national colors were applied to highlight the cultural characteristics of Tibet - forming the foundation of the brand. The packaging evokes a sense of simplicity and quality simultaneously.
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