“For supermarket Guanglianshen (G.L.Z). With this brand rejuvenation, we wanted G.L.Z to catch the eye of young people without losing its established customer base. Our strategy was to use lively scenes from around Shanghai as a breakthrough point so that it would not only connect Shanghai culture and regional product characteristics of the supermarket, but also make bold breakthroughs through new interpretations of the city’s scenery. The packaging, leaflets and apparel drew inspiration from Shanghai’s food and market scene, and G.L.Z’s bold colors and typefaces shape its own cultural content.”