Duowang‑Fresh Brand‑LOGO

Duowang‑Fresh brand‑LOGO has won the bronze award in the Brand‑Design category of the Shop! Design Awards. The competition evaluates entries across five dimensions: business‑model visual‑translation, symbol‑creativity‑extraction, target‑audience‑adaptation, cross‑media‑implementation‑consistency and brand‑value‑expression. Award‑winning works represent cutting‑edge design standards for B2B commercial‑service brands. Designed by Harbin Bingcheng Lixing Cultural‑Tourism & Creativity Co., Ltd, it addresses the common issue that many B2B fresh‑supply‑brands simply adopt B2C‑style soft visuals which fail to build trust among merchants. Centered on its B2B fresh‑supply business of “night‑time‑order‑receiving and early‑morning‑delivery‑to‑stores”, it builds composite super‑symbols to convey a professional and reliable service‑provider image.

Design Concept & Structural Features

Moving away from typical soft B2C fresh‑food design‑language, it builds professional‑trustworthy brand‑temperament targeting restaurant‑merchants and meets buyers’ core demands for punctuality and credibility. An integrated super‑graph combines beagle‑dog, delivery‑scooter and vegetable‑basket to stand for credibility, high‑efficiency and fresh‑ingredients respectively and lower comprehension‑barriers. Visual language reflects its night‑shift‑fulfillment feature, making differentiated business‑model intuitive for catering‑clients. Complete specifications for font, graphic and margin ensure stable recognition across mini‑programs, work‑uniforms, delivery‑vehicles and packaging‑boxes. Highly‑extensible graphic can be used in full form or split into simplified icons to support future business‑expansion. Avoiding ostentatious decorative gimmicks, the whole design focuses on B2B‑partner‑mentality and builds differentiated brand‑awareness for fresh‑food suppliers.

Exploration of Design Value

Combining B2B fresh‑supply‑chain business‑logic, real‑demands of catering‑merchants and composite super‑visual‑symbols, the product breaks the habit for B2B fresh‑brands of copying B2C visuals and effectively translates commercial‑service‑logic into brand‑identity. This award marks integrated innovation among industrial‑business‑logic, end‑user‑mentality‑research and brand‑visual‑design, delivering references for logo‑development of B2B supply‑chain‑brands. Going forward, the design team will keep advancing business‑model visual‑translation, super‑symbol‑creation and multi‑media‑implementation‑specifications, balancing business‑logic, communication‑recognition‑efficiency and brand‑temperament.

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