Yi Mi Xiaoxin is a Chinese graphic designer who founded Shenzhen PURE Design Studio in 2013. Their studio works with large clients in the southern metropolis, and have a wide range of work from simple ‘hongbao’ branding to designing the look of new developments & are a good representation of modern Chinese graphic design.
Their rice branding project, xiaotuanyuan, is a playful take on rice branding with hand-drawn elements and use of bold colours. Each rice comes from its own region, and to reflect this Yi Mi Xiaoxin has drawn elements from each of the regions which feature prominently on the packaging.
For the Shanghai International Orchid Show, he plays with typography and colours to create a set of posters for the event.
Traditionally hongbaos, or red envelopes, have been garishly gold and red with traditional Chinese motifs on them. Yi Mi Xiaoxin has redesigned the traditional hongbao to still reflect these traditional motifs, but has bought them into line with more design savvy Chinese consumers.