Design of Yu'E bao Intangible Cultural Heritage

Theme Concept

In recent years, the brand has been actively exploring ways to connect with young people through creative visuals, recognizing them as the core customer group of Yu'ebao. To achieve this, Yu'ebao delves deep into the rich cultural heritage of traditional Chinese customs and collaborates with five prominent traditional intangible cultural heritage crafts: shadow puppetry, woodblock prints, paper cutting, painted gourds, and lantern art. By seamlessly blending ancient techniques with modern illustration design, a youthful and captivating "Fu Lu Shou Xi Cai" narrative is created, presenting an innovative take on traditional customs. With a specific focus on the Spring Festival, a traditional Chinese holiday, the design aims to engage young individuals and instill a renewed appreciation for intangible cultural heritage, ensuring the preservation and continuation of traditional techniques.

Design Inspiration

Drawing inspiration from the brand's iconic image, "Yu You You" (a golden carp), the main design revolves around five enchanting scenes. Each scene incorporates a distinct illustration style accompanied by intangible cultural heritage crafts, transforming "Yu You You" into divine beings that govern five extraordinary supernatural powers from ancient Chinese legends. These divine beings become companions to young people, effectively conveying blessings and fostering a deep sense of brand affinity.

The overall creative theme artfully merges traditional cultural elements with contemporary expression techniques, creating a captivating narrative. It not only establishes a strong connection between the brand and its IP but also conveys a positive and uplifting message, aiming to resonate deeply with the younger generation, fostering an enduring appreciation for intangible cultural heritage.