Yixiu Li, Graphic Design

Martin Museum of Art




Project Statement: rua!man

Project “rua!man” is inspired by the lifestyle of white-collar workers during recent days in China. Those people work from 9am to 9pm and 6 days every week, a so called “996” lifestyle, have little time for themselves to rest, even have a decent meal.

After a research about the lifestyle of the audience, white collars in age of 20-35, a concept is developed afterwards. The office working class people need a warm, satisfying meal after a tired day of work, and those food need to be ready, fast. Traditional rumen noodles are often over advertised and have nothing too delicious to satisfy the audiences, but rua!man is different. The brand promises rich soup base and abundant side dish you can put in the bowl. Also, instead of putting the noodle in the microwave and wait, rua!man will give the hungry audience a chance to prepare the feast for themselves. After all, a bowl of noodle is a feast of oneself!

As for design decisions, the package used representational illustrations like pig and shrimp to suggest the flavor of the noodle. A lot of unsaturated color and skin tone color are used in the pork skewer package, but after the professor’s advice, another color is chosen because the color I choose is not welcoming, light blue color and dark green is a better combination. On the Thai style shrimp flavor noodle, the orange color and light ginger color is used to refer the taste of the soup, and for the third package design with super-hot flavor, a saturated red demon illustration is used to make the feeling more extreme. The package brand logo rua!man is illustrated based on Baskerville typeface because of its pure simplicity and the product name used the san-serif strong looking Bookman typeface. The Romance copy on the product PDP used Blenda, a serif decorative typeface because it needs contrast to show level of information. As for contrast, a triadic color combination and different size of fonts to is good for increasing the hierarchy of the information, make them easy to read in a correct order. And at last, the folding die-lines is created to makes opening the package very convenient.

rua!man Noodle Package, Yixiu Li
rua!man Noodle Package, Yixiu Li
rua!man Noodle Package (Detail), Yixiu Li
rua!man Noodle Package (Detail), Yixiu Li
Personal Identity, Yixiu Li
Personal Identity, Yixiu Li
Imperial Wine Bottle: Heroic, Yixiu Li
Imperial Wine Bottle: Heroic, Yixiu Li
Imperial Wine Bottle: Honor, Yixiu Li
Imperial Wine Bottle: Honor, Yixiu Li
Imperial Wine Bottle: Wisdom, Yixiu Li
Imperial Wine Bottle: Wisdom, Yixiu Li
Hiyori Brand Identity, Yixiu Li
Hiyori Brand Identity, Yixiu Li
Milkweed Brand Identity, Yixiu Li
Milkweed Brand Identity, Yixiu Li
Animal Farm Book Cover Design, Yixiu Li
Animal Farm Book Cover Design, Yixiu Li
Time for Change Magazine Spread, Yixiu Li
Time for Change Magazine Spread, Yixiu Li
Time for Change Magazine Spread (Detail), Yixiu Li
Time for Change Magazine Spread (Detail), Yixiu Li