Local Food Visual Identity Design
Project Brief
This project requires me to produce a set of visual identity designs for local cultural foods/arts/crafts observed in Malaysia.
Siewzuzi is a modern traditional food brand specialising in customizable Zongzi (rice dumplings). The brand aims to introduce young adults aged 20–30 to the warm, nostalgic taste of traditional dumplings (古早味) while making the experience fun and personal.
Siewzuzi blends heritage with innovation by allowing customers to mix and customise their rice fillings, symbolised through a dumpling logo split into two halves. The brand personality is warm, cheerful, and comforting, evoking feelings of happiness, tradition, and togetherness.
Through a friendly, approachable visual identity, Siewzuzi reconnects younger generations with cultural flavours in a way that feels modern, exciting, and meaningful.
