Qiao Fu Da Yuan
Brand Identity & Design
A visual identity rooted in the rhythm of the rice field.
As Qiao Fu Da Yuan continued its journey towards becoming China’s leading premium rice brand, we were invited to create a new visual identity that could carry the brand into its next chapter. Rather than starting with design trends, we looked to the fields themselves—the changing seasons, the geometry of the paddies, and the generations of knowledge behind every harvest.
The result is a flexible identity system that extends across packaging, retail, communications and brand experiences. Built to grow with the brand, it creates a distinctive visual language that reflects both the heritage of Chinese agriculture and the confidence of a modern premium brand.
