FIRST FLOWER

FIRST FLOWER
Silk Scarf

Client
YIZHIYULAN

Service
Logo Design
Visual identification system
Packaging design

Team
CD:Kevin
D:dididubi
3D:Mega
T:2024.04
Through systematic brand visual and cultural-creative product design, YIZHIYULAN has successfully transformed the cultural symbol of the white magnolia, Shanghai’s city flower, into a cultural-creative premium product with strong market appeal. As one of the core products of the YIZHIYULAN cultural and creative IP incubation and aggregation platform, the silk scarf has attracted considerable market attention since its launch. In the white magnolia silk scarf category, the related product ranked first for the Gold Award of the 2024 Shanghai Souvenir Awards, receiving official authoritative certification; under the same cultural IP, the “Three Magnolia Treasures” stood out from more than 2,000 entries and became an award-winning product in the 14th “Lao Feng Xiang Cup” Shanghai Tourism Souvenir Design Competition. The YIZHIYULAN platform has joined forces with more than 40 Shanghai universities, including Fudan University and Tongji University, gathering nearly 3,000 cultural-creative products and covering multiple fields such as art, cultural tourism, home, and apparel. In offline channels, outstanding YIZHIYULAN products have been on year-round exhibition and sale at the Haizhihui College Student Innovation and Entrepreneurship Center in Shanghai Guangfulin Country Park. Through in-depth exploration of the city flower culture and precise positioning of cultural-creative products, the YIZHIYULAN Silk Scarf has successfully established differentiated brand awareness in Shanghai’s cultural-creative souvenir market and become an important vehicle for spreading Shanghai culture.

YIZHIYULAN is a cultural and creative IP incubation and aggregation platform under YIZHIYULAN Cultural Creativity (Shanghai) Co., Ltd., founded in August 2019. Leveraging the high recognizability of the white magnolia as Shanghai’s city flower, the brand focuses on cultural and creative design and services. It is committed to incubating high-quality content such as the white magnolia into IP, creating full-category, high-quality, and distinctive cultural and creative premium products, promoting mass consumption, and spreading Shanghai culture. The platform has partnered with more than 40 universities, original content creators, product manufacturers, market channel distributors, and other institutions, building an online + offline exhibition and sales model. It has become a cultural and creative IP incubation and aggregation platform with original high-quality content, a precise fan base, strong monetization capability, and a long monetization cycle.


This project was to create a brand visual and cultural-creative product design system for YIZHIYULAN. The core objective was to help the brand establish a differentiated and culturally recognizable brand image in Shanghai’s cultural-creative souvenir market. Starting from the cultural symbol of the white magnolia, Shanghai’s city flower, we established the design direction of “city flower culture + modern aesthetics.” The silk scarf design uses the white magnolia as its core visual element. The white magnolia symbolizes a pioneering and striving spirit and is deeply loved by citizens. In terms of visual expression, the team combined the elegant form of the white magnolia with the modern design language of silk scarves, making each scarf both a fashion accessory and a portable calling card of Shanghai culture. The brand also provides integrated full-industry-chain services covering product design, R&D, production, exhibition and sales, and IP packaging and operation, helping more cultural-creative products enter the market. Through this design system combining cultural depth, recognition efficiency, and gift attributes, YIZHIYULAN has successfully upgraded from a cultural-creative product to an urban cultural souvenir brand symbol with clear brand positioning, complete visual identity, and Shanghai cultural DNA.

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