JWDK designs ‘tasty’ new brand for a good cause

Branding agency JWDK worked with Chifan for Charity, a platform that organises the most popular charity events of the year in China, to design a brand refresh that would add more depth and flexibility to its application. The new brand needed to allow room for growth in the upcoming years.

The refresh began with the brand name. ‘Chifan’ can be replaced endlessly with different foods activities, actions or emotions to represent Chifan’s charitable campaign. Stemming from this, JWDK created a pictographic system that transcends written word in illustrating the diversity of Chifan for Charity activities.

The new bilingual logo hopes to attract a wider following at future CFFC events. The honeycomb logo takes inspiration from bees, who feed off pollen to create something beautiful- honey- like the Chifan for Charity community wines and dines for the benefit of a charitable cause. The logo animates and chomps its way through social media and beyond.