Midnight Design delivers a complete branding and visual identity for CHUTANG syrup range, using its unique flavouring of Chinese herbal medicines as visual inspiration.

CHUTANG is a range of syrups delicately flavoured with a unique blend of Chinese herbal medicines that introduce the distinct spice combinations and flavours into everyday life.

The key characteristics of each flavour became the core concept of Midnight Design’s brand and visual design which is divided into three graphic flavour cues; ‘Impact’ featuring two orbs colliding, ‘Ripple’ translated as a single droplet hitting water and ‘Sunset’ featuring an intricate line drawing of a sun on the horizon.

The labels are divided into three information areas: Product information, brand name and graphic illustration which are then brought together in a layered composition. Each flavour is given its own colour system that both reflects the taste notes as well providing clear variant coding.

The use of high saturated colours stands out against the muted syrup shades as well as offering an atypical palette from the more commonly used colour schemes within the market, differentiating the brand from others.
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