JPG New Brand Visual System

JPG new brand visual system has won the silver award in the Brand‑Design category of the Shop! Design Awards. The competition evaluates entries across four dimensions: brand‑strategy alignment, multi‑scene adaptability, communication recognizability and large‑scale implementation cost. Award‑winning solutions represent cutting‑edge standards for visual upgrading of new‑consumer brands. Created by CONSPROS creative team, this standardized VI system addresses pain‑points during brand expansion including poor logo memorability, fragmented online‑offline visuals and high material‑production costs.

Design Concept & Structural Features

Brand identity is simplified to the core “JPG” letter mark for easier memorization across storefronts, packaging and social‑media channels. Re‑optimized LOGO letterforms fix visual distortion issues at different sizes and stay legible whether enlarged or miniaturized. A proprietary graphic symbol builds dual recognition assets together with wordmark to boost shelf visibility. The VI framework reserves branches for product‑line expansion; coffee and light‑food sub‑lines adjust only secondary graphics and colours while keeping core identity consistent to support business growth. Modular components reuse unified layouts and fonts for stores, packages, posters and staff uniforms, with separate print‑optimized and digital‑optimized files to cut custom‑material costs for chain expansion. Short‑lived trendy elements are avoided, and the visual framework leaves enough room for the brand’s long‑term national‑scale development.

Exploration of Design Value

Combining business‑expansion strategy, mass‑communication logic and standardized visual aesthetics, the project bridges brand strategy and practical visual execution. This award marks integrated innovation of commercial strategy and brand visuals, delivering replicable visual‑upgrade references for domestic new‑consumer brands scaling from niche to chain‑store operations. Going forward, CONSPROS will keep advancing lightweight VI systems, multi‑channel‑adapted visuals and strategic branding for chain businesses. It will deliver complete brand‑visual solutions for coffee, tea, light‑food and other sectors, helping domestic emerging brands build coherent and distinct public visual identities.

Compete for the "Design Oscar"of Consumer Goods

The Shop! Product Design Awards are open to brand owners, agencies, designers, and teams from around the world, covering a wide range of categories including home appliances, consumer electronics, fashion lifestyle, baby products, beauty and personal care, food and beverage packaging, and communication design. The new season is now open for entries, with the submission deadline on November 30. We look forward to your participation in defining the global trendsetter for consumer goods design.

Learn more about the competition