Riding on light sport trend
Sport is a rising trend in China, not simply to cultivate the body through heavy practice, but also simply cultivate health on a regular and lighter basis. Yue Ji promises to bring this last practice to a new ground, by contributing to liberate your better self through light sport and a more active urban lifestyle. In this perspective, how to create the codes for a new energy gel that addresses both these physical and emotional expectations?
Our brand idea
A packaging design all in balance and control, between sport and lifestyle, taste and refreshment, technicality and fun, simplicity and sophistication, effectiveness and softness. A black-spread logo, graphics and illustrations inspired by the street art. A voluntary young, fresh and dynamic approach.