极料理
Ji Cuisine

ART DIRECTOR: Guang Yu / Nod Young
DESIGNER: Wen Di
YEAR: 2020
CLIENT: 拉面说 Ramen Talk

When buying instant noodles, consumers always give preference to products with exaggerated pictures of ingredients printed on the package. This has been going on in the instant noodle industry for many years and the gap between the packaging design and the actual product is growing. Ji Cuisine, a new brand of instant noodles. It redefines instant noodles with 'real ingredients', using technology to solve the problem of how to put real ingredients into instant food. This pursuit of real ingredients is also at the core of Ji Cuisine's brand design, which is the meaning of '极JI' ('extreme') in Ji Cuisine. We set up a strict visual identity system to express the definition of extreme, including the standards of color, typeface, layout and picture. By setting up the standards, to make the package as objective and realistic as possible, rather than interpretative and creative. The pictures used on the package are from the real products - Ji Cuisine, an "unpackaged" brand design.

消费者在购买方便面时，总会优先选择包装上印着夸张食材图片的产品，这个情况已经在方便面行业存在了很多年，也导致方便面的包装设计与实际产品之间的差距越来越大。极料理，是一个全新的方便面品 牌。它用“真材实料”重新定义方便面，用技术解决如何在速食品里加入真实食材的问题。这种对真材实料的追求，也成为极料理品牌设计的核心，这也是极料理中“极”的含义：极致。我们建立了一套严格的视觉识别设计系统，用于表现“极致”的定义，包括色彩、字体、版式及图片规则。通过建立“强制标准”的方式，最大程度地体现客观和真实，而非演绎和创作。包装上使用的图片，均是来自真实的产品 ——极料理，是一个“没有经过包装”的品牌设计。