HUZHONGQING
Zhongning Goji
Client
HUZHONGQING
Service
Brand Visual Design
Packaging Design
Team
CD:Kevin
D:AGANG
3D:Junfeng
T:2022.05
HUZHONGQING
Service
Brand Visual Design
Packaging Design
Team
CD:Kevin
D:AGANG
3D:Junfeng
T:2022.05
Following the launch of its upgraded packaging system, HUZHONGQING Zhongning Goji Berries successfully moved beyond the low-end, highly homogeneous image often associated with traditional agricultural products.
The brand expanded into premium specialty lifestyle stores, curated supermarket gift sections, and cultural tourism souvenir retailers, while also strengthening its online presence across Douyin, Xiaohongshu, Tmall, and other health-oriented retail channels.
The renewed visual identity reshaped the premium origin image of authentic Zhongning goji berries, significantly enhancing the product’s gifting appeal and perceived value. At the same time, consumer trust in the product’s provenance and quality was strengthened. Following the redesign and relaunch, both retail sell-through and gift-box orders achieved substantial growth, positioning HUZHONGQING as a standout regional gift product within Ningxia’s Zhongning goji category.
Through visual design, a traditional agricultural product was transformed into a more distinctive and valuable regional brand.
The brand expanded into premium specialty lifestyle stores, curated supermarket gift sections, and cultural tourism souvenir retailers, while also strengthening its online presence across Douyin, Xiaohongshu, Tmall, and other health-oriented retail channels.
The renewed visual identity reshaped the premium origin image of authentic Zhongning goji berries, significantly enhancing the product’s gifting appeal and perceived value. At the same time, consumer trust in the product’s provenance and quality was strengthened. Following the redesign and relaunch, both retail sell-through and gift-box orders achieved substantial growth, positioning HUZHONGQING as a standout regional gift product within Ningxia’s Zhongning goji category.
Through visual design, a traditional agricultural product was transformed into a more distinctive and valuable regional brand.
HUZHONGQING is rooted in Zhongning, Ningxia — one of China’s most renowned goji-growing regions — and is a representative local brand specializing in the cultivation, processing, and distribution of goji berries.
Benefiting from Zhongning’s distinctive Yellow River basin environment and long-established growing traditions, the brand carefully selects premium first-harvest goji berries and processes them through controlled drying and sorting methods to preserve their natural character and quality.
HUZHONGQING serves both everyday wellness consumers and the seasonal gifting market. By moving away from the inexpensive, bulk-product image traditionally associated with agricultural produce, the brand aims to reposition authentic Zhongning goji berries as a premium wellness gift that combines regional cultural value with contemporary aesthetics.
This packaging project was developed around four core qualities: authentic origin, natural wellness, refined Chinese aesthetics, and premium gifting.
Through extensive research into China’s goji and specialty agricultural product market, we identified a recurring problem: outdated packaging, excessive decorative elements, and a lack of clear visual differentiation.
To address this, we explored the cultural landscape of Zhongning and reinterpreted regional imagery — including the Yellow River and the fertile landscapes of Ningxia — through a more contemporary and minimal visual language.
The color system combines a deep, warm red with understated earth tones. The red echoes the natural color of goji berries, while the earth-toned palette reinforces a sense of origin, warmth, and premium gifting.
The layout is clean and structured, with a clear information hierarchy that places the key message of “Zhongning Origin” at the center of the visual system.
The complete identity extends across packaged products, seasonal gift boxes, shopping bags, e-commerce product pages, and distributor marketing materials, creating a highly recognizable visual system for this regional specialty product.
Through the redesign, HUZHONGQING successfully strengthened the cultural and commercial value of Zhongning goji berries, transforming a traditional agricultural product into a contemporary premium gift with stronger regional identity, greater shelf recognition, and enhanced brand value.