XIAOFENG JIANG
About Me
Professional
Lee Kum Kee Brand Books
( 2025, Shanghai )Client:
Lee Kum Kee
Agency: Design Bridge and Partners
Service:Brand Guideline
Editorial
Book Binding
Agency: Design Bridge and Partners
Service:Brand Guideline
Editorial
Book Binding
Lead-Designer:
Xiaofeng Jiang
Designer: Xuyang Hu
Melody
Executive Creative Director： Ran Lan
Design Director: Xuan
Account Director: Cherie Yao
Project Manager: Leah Qin
Account Executive: Franky Jiang
Designer: Xuyang Hu
Melody
Executive Creative Director： Ran Lan
Design Director: Xuan
Account Director: Cherie Yao
Project Manager: Leah Qin
Account Executive: Franky Jiang
Lee Kum Kee, as a leading Asian sauce and condiment brand, offers a diverse portfolio of over 300 products distributed across more than 100 countries and regions worldwide.
The objective of this project was to develop a coherent and unified framework for all future brand guidelines, elevating the brand’s perception from that of a purveyor of “global products” to a distinguished “global brand.”
Crafting a compelling brand identity is akin to preparing an exquisite dish: the careful balancing of ingredients and seasonings ensures a consistent and memorable flavour. Similarly, visual elements act as the core ingredients—when applied thoughtfully, they define the brand’s distinctive aesthetic and sensory appeal.
The objective of this project was to develop a coherent and unified framework for all future brand guidelines, elevating the brand’s perception from that of a purveyor of “global products” to a distinguished “global brand.”
Crafting a compelling brand identity is akin to preparing an exquisite dish: the careful balancing of ingredients and seasonings ensures a consistent and memorable flavour. Similarly, visual elements act as the core ingredients—when applied thoughtfully, they define the brand’s distinctive aesthetic and sensory appeal.