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Ruyi Dim Dong Baking Shop: Bridging Eastern Heritage and Contemporary Design Through Award-Winning Visual Identity

Ruyi Dim Dong, designed by Hong Jia Min and his team at Jishang Jiahe Brand Creative Studio, has been recognized with the Iron A' Design Award 2025 in the Graphics, Illustration and Visual Communication category. The project, completed in September 2023 for a baking shop in Nanning, Guangxi, China, stands out for its innovative approach to visual identity, blending ancient Eastern aesthetics with modern European baking influences. The design draws inspiration from the unfurling scroll and the partially opened gift box, symbolizing the legacy of tea and dim sum culture as well as the joy of discovery, and reinterprets Chinese characters to create a memorable and meaningful brand image.

At the heart of Ruyi Dim Dong's design is a commitment to reviving ancient pastry techniques while embracing European bread artistry, resulting in a unique culinary and visual experience. The brand's visual system distills six operational pillars-brand philosophy, target audience, usage scenarios, daily freshness, clean ingredients, and cultural remix-into essential graphic forms. This rigorous reduction transforms business imperatives into actionable design elements, ensuring clarity and versatility across all brand touchpoints. The pine motif, inspired by the slogan "Pines need not envy peach blossoms," is rendered on sustainable materials, evoking timeless elegance and reinforcing the product's enduring quality.

The logo's semiotic minimalism reconstructs Eastern aesthetics, with the right stroke of "Ru" unfurling like a silk scroll and "Yi" shedding its left radical to reveal "Li" as a half-opened gift box. This design not only pays homage to artisan traditions and scholarly refinement but also turns routine purchases into lightweight cultural encounters. The project overcame significant challenges in integrating multiple elements to communicate the brand's core identity, embody Oriental aesthetics, and ensure adaptability across diverse scenarios. The result is a visual identity that transforms pastries into edible ambassadors of Nanning's cultural essence, making each gift box a curated blend of beauty and function.

The Iron A' Design Award recognizes Ruyi Dim Dong as a well-designed, practical, and innovative creation that meets professional and industrial standards. The project's success demonstrates how thoughtful design can bridge tradition and modernity, providing fulfillment and positive feelings while contributing to a richer cultural landscape.

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