MeiZhuner, is one of the Chefshow products, based on traditional plum juice but beyond, is the result of 8 years meticulous study effort. Only select of nature pollution-free plum, hawthorn, mangosteen and sugar, 72 hours of uninterrupted brew with artisan spirit.
Based on its product name and target audience, MeiZhuner team and I came up with the goal was to develop an identity as traditional and unexpected as the name itself. The typeface was inspired by the traditional Chinese font-Song, and combined with the contemporary illustrations to capture the idea of MeiZhuner.
梅准儿，一款基于传统精于传统的酸梅汤，是厨秀旗下签约厨艺达人精心研究8年的心血成果。选取了天然无污染的乌梅，山楂，罗汉果，冰糖等材料，72小时不间断熬制而成的具有工匠精神的酸梅汤。
根据品名结合其定位对象，我和梅准儿的团队一起打造了一个符合年轻人风格的鲜活的整体视觉形象，同时使用了传统宋体的变形作为主要字体，符合梅准儿传统且颠覆的定位。
