CHUYIYUEBAN
Incense Brand
Client
CHUYIYUEBAN
Service
Packaging Design
Team
CD:Kevin、Gary Lau
D:Jiaxing
3D:Junfeng
T:2022.09
CHUYIYUEBAN
Service
Packaging Design
Team
CD:Kevin、Gary Lau
D:Jiaxing
3D:Junfeng
T:2022.09
Following the launch of its new incense design system, CHUYIYUEBAN successfully established a highly recognizable Eastern aesthetic within the traditional incense category.
We strengthened “CHUYIYUEBAN” as a secondary brand identifier, enabling the products to achieve immediate recognition across both retail shelves and e-commerce platforms. Through a distinctive cultural visual language, CHUYIYUEBAN has successfully built strong brand awareness within the rapidly growing incense market.
Over the past year, incense sales on Tmall increased by 40 times, with year-on-year growth exceeding 500%, while the incense market on Douyin has approached RMB 1 billion and maintained annual growth rates of more than 200% for three consecutive years. Within this fast-expanding category, CHUYIYUEBAN has differentiated itself from traditional incense brands through a unique visual identity and a contemporary narrative rooted in Eastern culture, becoming a cultural and creative incense brand increasingly favored by younger consumers.
CHUYIYUEBAN was founded in Hangzhou. Its name originates from a traditional Chinese folk custom: the first and fifteenth days of each lunar month are considered auspicious occasions for offerings, blessings, and prayer. With the ambition of preserving and reinterpreting the traditions of Eastern ritual culture, CHUYIYUEBAN approaches traditional culture with deep respect and reverence.
We strengthened “CHUYIYUEBAN” as a secondary brand identifier, enabling the products to achieve immediate recognition across both retail shelves and e-commerce platforms. Through a distinctive cultural visual language, CHUYIYUEBAN has successfully built strong brand awareness within the rapidly growing incense market.
Over the past year, incense sales on Tmall increased by 40 times, with year-on-year growth exceeding 500%, while the incense market on Douyin has approached RMB 1 billion and maintained annual growth rates of more than 200% for three consecutive years. Within this fast-expanding category, CHUYIYUEBAN has differentiated itself from traditional incense brands through a unique visual identity and a contemporary narrative rooted in Eastern culture, becoming a cultural and creative incense brand increasingly favored by younger consumers.
CHUYIYUEBAN was founded in Hangzhou. Its name originates from a traditional Chinese folk custom: the first and fifteenth days of each lunar month are considered auspicious occasions for offerings, blessings, and prayer. With the ambition of preserving and reinterpreting the traditions of Eastern ritual culture, CHUYIYUEBAN approaches traditional culture with deep respect and reverence.
CHUYIYUEBAN is a cultural and creative lifestyle brand founded in Hangzhou, dedicated to preserving and promoting the spirit of traditional Eastern ritual culture.
The company behind the brand, Hangzhou CHUYIYUEBAN Cultural Industry Co., Ltd., was established in June 2018. The brand name derives from the traditional custom surrounding the first and fifteenth days of each lunar month, dates historically associated with offerings, prayer, and blessings.
The brand approaches traditional culture with respect and reverence. Its product system is structured around the concept of the “Six Rituals,” extending into multiple aspects of everyday life. Its offerings include bamboo-stick incense, ceremonial incense, and other related products, often incorporating traditional cultural meanings associated with blessings, peace, good fortune, and spiritual well-being.
This project focused on developing a comprehensive brand visual identity and packaging system for CHUYIYUEBAN’s incense products.
The primary objective was to establish a distinctive brand identity and cultural character within a traditional incense market where visual expressions and packaging formats had become increasingly homogeneous.
Drawing inspiration from the folk traditions and blessing rituals embedded in the name CHUYIYUEBAN, we developed a visual language centered around temple-inspired illustrations, creating an atmosphere that feels reverent, tranquil, and distinctly Eastern.
Leaves with clearly visible natural textures were introduced as a secondary visual element, reflecting the connection between nature, incense rituals, and the spiritual essence of traditional incense culture.
The information hierarchy was also carefully redesigned to improve both product recognition and brand recall. The individual theme name of each incense product was enlarged and used as the primary visual identifier, while the CHUYIYUEBAN brand name served as the secondary identifier.
This structure allows consumers to immediately understand the individual product while continuously reinforcing recognition of the master brand across the entire range.
Through a visual system that combines cultural depth with efficient brand communication, CHUYIYUEBAN has established a differentiated visual identity within the traditional incense category. The new system transforms the brand’s cultural heritage into a contemporary and memorable visual language, providing a strong foundation for its continued expansion within the rapidly growing fragrance and cultural lifestyle market.