We have developed the brand visual identity system for The Market Cafe—a new sub-brand under Jenny Lou’s, a well-known chain of imported supermarkets in Beijing.

Drawing inspiration from "classic signage," the visual system symbolizes quality, reliability, and durability. Its design language centers on delicate textures created by clear information hierarchy, typographic order, and the use of vintage classic fonts. By presenting the layout in a "signage style" across different materials, a unified and recognizable visual system is built.

We transformed various types of information into independent "iconic" information blocks. These blocks maintain order while retaining flexibility, collectively conveying a sense of "high-quality trustworthiness."

The overall visual style emphasizes "exquisiteness, quality, and international appeal." It uses a modern and minimalist vocabulary to embody the high-quality lifestyle advocated by the brand, aligning with its positioning of serving an international customer base in CBD business districts. This further enhances the brand’s market recognition and value in the integrated retail and casual catering format.