Tillmen
Organic Supermarket
Client
Tillmen Organic Supermarket
Service
Logo Design
Packaging Design
Team
CD:Kevin、Gary Lau
D:AGANG
T:2023.03
Tillmen Organic Supermarket
Service
Logo Design
Packaging Design
Team
CD:Kevin、Gary Lau
D:AGANG
T:2023.03
Through systematic full-case brand design, Taimei Valley has successfully completed its strategic upgrade from a "food ingredient supplier" to a "one-stop organic lifestyle shopping platform," achieving a comprehensive refresh of its brand assets and visual system. The refreshed brand tonality has been upgraded from traditional "agricultural products" to an "organic lifestyle," forming a complete and unified brand identity system and laying a solid visual foundation for the brand's long-term development in the organic food sector. Leveraging the channel advantages of its parent company, Weike Taimei, which has been deeply engaged in e-commerce for over a decade, Taimei Valley's sales network covers the entire country and has possessed comprehensive online-and-offline integrated sales capabilities since its founding.
Tillmen was established on January 1, 2016, and is one of the brands under Jiangxi Taimei Food Co., Ltd. In an environment where food safety urgently needs improvement, the founder, upholding a green and organic food philosophy, created a team dedicated to seeking a healthy lifestyle. The brand mission is to "satisfy every family's organic needs and enhance every family's quality of life," with a brand positioning as a "one-stop organic lifestyle shopping platform" and the brand slogan "Tillmen, LOHAS Organic." Products cover categories including meat, eggs, mushrooms, vegetables, and cooking oil. The brand's original positioning was "seeking the original taste," dedicated to conveying a healthy and organic lifestyle to modern people.
This project involved creating a complete full-case brand design for Tillmen, with services covering the full spectrum including logo design, VI design, IP design, and collateral design.
Logo design is the core expression of this brand refresh. Building on the brand's original graphic logo, by refining and simplifying the form of a valley, consumers can intuitively associate it with the brand's attributes. At the same time, this design interprets the brand's three major visions — "Tai: national peace and prosperity, harmony between humanity and nature; Mei: the beauty of health, feeling the beauty of life's rhythm; Valley: where high mountains and flowing water meet, the source of nature and life" — the three are interconnected and integrated as one.
The auxiliary graphics use "curves" as the core element, symbolizing winding mountain peaks, with valleys formed between the peaks. This design not only further interprets the brand logo but also effectively enriches brand communication and strengthens the brand image, enabling it to form distinctly differentiated recognition from competitors.
Through this full-case design system combining brand upgrading, recognition efficiency, and organic tonality, Tillmen has successfully upgraded from an agricultural product brand to a one-stop organic lifestyle shopping platform with strong visual recognition, clear brand positioning, and complete brand assets.