Juewei, China’s leading spicy duck neck brand, had built a strong presence through bold flavor and street-level popularity. But as snacking habits evolved and competition intensified, the brand risked becoming a functional choice rather than a sensory experience. Its visual identity felt dated and lacked the emotional, multi-sensory appeal needed to attract younger, experience-driven consumers and expand globally.

Reimagined Juewei as a brand that ignites the senses — celebrating the heat, texture, aroma, and ritual of spice with a visceral new identity. A fiery palette, tactile packaging elements, and dynamic, pattern-led graphics capture the intensity of the product, while a more expressive mascot invites audiences to engage with the brand. The redesign positions Juewei as a bold, crave-worthy experience that transcends category norms and taps into the emotion and energy of modern food culture.

Initially playing a smaller role drawing the mascot, I then grew to be a more integral part of the team, helping to establish the design system.

Collaborated with Chinese typographers to develop typefaces for various of the brand.