Yili is ranked the biggest dairy brand in Asia, and the 5th worldwide among global dairy producers such as Nestle and Danone. As a FMCG brand, with numerous lines of products, it was time to take into consideration a clear architecture of branding.

The team at MetaDesign were tasked with harnessing existing brand elements to create a unified brand identity that would resonate with their discerning and ambition of building an international brand. My role in this project was to design the bilingual corporate logotype, to craft the new brand guidelines and the bespoke brand applications.

Given their iconic Yili logo that consumers are familiar with, I designed the Yili Group corporate logotype. The challenge was to keep a consistent visual language while introducing something new, without alienating the existing audience.

Creative Direction: Sally Anderson

Design: Geehwee Lim, Jessica Zhu, Limber Zhang

Project while at MetaDesign