Creative Brief
Family Mart is a globally recognized convenience store chain with a strong presence in China. As part of its ongoing brand evolution, Family Mart is focusing on enhancing the presence and appeal of its in-house private labels. These brands—Yamijiang呀米將, Jishang汲賞, and Mandong Lifestyle滿懂生活—cater to a wide demographic of urban consumers seeking quality, convenience, and emotional connection in their daily purchases.
Task
Wonderworks has creatively redesigning the visual identity and packaging for Family Mart China’s in-house private labels. The objective is to create a cohesive yet distinct look for each brand that enhances shelf appeal and brand recognition while balancing mass-market accessibility with a premium, design-led aesthetic that stands out while staying true to Family Mart’s brand values.
