The project, created by Cool Mai Design<\/strong> under the direction of lead designer Patrick Cheng<\/strong> and designer Clyde Lai<\/strong>, has received international acclaim, winning the Winner in Graphic Design \/ Branding<\/strong> award. It stands out for its cultural sensitivity, visual clarity, and its ability to reconnect a historic brand with the present. This rebranding is a testament to how design can bridge generations, tradition, and sustainability\u2014especially in a world where brands strive to communicate authentic, lasting values.<\/p>\n Yilong Fulong Bento was founded in 1957 by entrepreneur Grandma Wu<\/strong>, renowned locally for preparing wholesome, lovingly made bentos for fishermen, travelers, hikers, and coastal visitors. Her bentos\u2014famous for their eight-dish format\u2014offered a blend of energy, flavor, and homely warmth that became a symbol of the Fulong region.<\/p>\n That emotional legacy is at the heart of this rebrand. The brand doesn\u2019t just serve food\u2014it serves memories. Each box represents the gesture of a grandmother preparing a meal with love for those setting out early, a deeply human concept that remains relevant more than six decades later.<\/p>\n One of Cool Mai Design\u2019s greatest achievements was listening to this story and translating it into a contemporary visual language.<\/p>\n The centerpiece of the new branding is a logo shaped like a bento box<\/strong>. It may appear simple, but it carries deep symbolism: it\u2019s not just a container for food, but for emotions, history, and family ties.<\/p>\n This symbol serves as a metaphor for:<\/p>\n <\/p>\n The logo doesn\u2019t compete with the brand\u2019s story\u2014it embodies it. The bento shape makes the brand instantly recognizable and reinforces the idea of \u201ccoming home,\u201d a message reflected in both the graphic and spatial design of the stores.<\/p>\n Cool Mai Design has crafted a visual system where tradition and modernity coexist. Simple lines, soft geometric shapes, and generous compositions create a warm, approachable visual language.<\/p>\n The color palette draws on earthy, warm tones inspired by:<\/p>\n <\/p>\n The result is a visual identity that radiates calm, warmth, and authenticity. It doesn\u2019t simply replicate the past, but reinterprets it with contemporary sensitivity for a new generation of consumers.<\/p>\n What sets this project apart from other food rebrands is its narrative strength. The creative team worked on both design and copywriting, reinforcing the brand\u2019s story through the founder\u2019s own voice. This approach built an emotional narrative where the bento box becomes a symbol of:<\/p>\n <\/p>\n The goal wasn\u2019t to modernize for the sake of it, but to protect an emotional heritage<\/strong> while preparing the brand for the next 50 years. Here, design isn\u2019t just decoration\u2014it communicates values<\/strong>.<\/p>\n One of the standout elements of the rebrand is the spatial design\u2014a tool few heritage brands use so effectively. Cool Mai Design captures the essence of home through:<\/p>\n <\/p>\n The aim: for every visitor to feel they\u2019re entering a familiar, welcoming place.<\/p>\n Here, the space doesn\u2019t just sell food\u2014it creates emotion. And that emotion is fundamental to the brand\u2019s value.<\/p>\n This rebrand introduces a key differentiator for Yilong Fulong Bento: a clear ESG commitment.<\/p>\n The brand states:<\/p>\n \u201cWe care more for the environment and this region than other similar brands.\u201d<\/strong><\/p>\n Cool Mai Design weaves this vision into the branding by introducing the plant-fiber lunchbox<\/strong>, a bento made from plant fibers that reduces environmental impact and reinforces:<\/p>\n <\/p>\n The new packaging aligns with this vision: natural materials, organic feel, minimalist aesthetics, and a visual narrative that supports the cause.<\/p>\n This positions the brand not just as a cultural pillar, but as a sustainability leader in Taiwan\u2019s food sector.<\/p>\n The rebrand\u2019s visual system shows meticulous attention to graphic consistency:<\/p>\n <\/p>\n Everything is designed to create a brand that feels:<\/p>\n <\/p>\n The balance is exceptional.<\/p>\n The project was awarded Winner in Graphic Design \/ Branding<\/strong>, recognizing Cool Mai Design\u2019s work for:<\/p>\n <\/p>\n Awards like this validate strategic and creative work, and highlight the importance of design in revitalizing heritage food brands.<\/p>\n The Yilong Fulong Bento rebrand is a prime example of the power of design when approached as a cultural, emotional, and strategic tool\u2014not just an aesthetic one. This project deeply respects the history of a brand rooted in 1957, while boldly projecting it into the future. Cool Mai Design didn\u2019t just update a logo or modernize packaging; they reimagined the brand from its very origins, from the soul of the grandmother who lovingly prepared bentos for daily travelers.<\/p>\n This rebrand succeeds because it\u2019s built on a fundamental truth: food brands don\u2019t just sell meals; they sell care, memory, and belonging. When that emotional dimension is paired with strong strategic design, the result is timeless. The bento box as a symbol isn\u2019t just a graphic device\u2014it\u2019s the visual embodiment of decades of stories, of hands preparing food at dawn, of generations who grew up with the brand as part of daily life. That level of connection is what makes Yilong Fulong Bento much more than a bento brand\u2014it\u2019s cultural heritage.<\/p>\n Another defining aspect is how the brand weaves sustainability into its identity. In a world where companies must take real responsibility for their impact, Yilong Fulong Bento makes a clear statement with its plant-fiber lunchbox. This move doesn\u2019t just change packaging\u2014it redefines the brand\u2019s role in its community and aligns it with essential contemporary values. Branding here goes beyond the surface; it extends into practice, environmental impact, and long-term vision. In this way, the brand connects its legacy to a new generation seeking authenticity, responsibility, and transparency.<\/p>\n The visual execution\u2014from logo to spatial design\u2014creates a coherent, heartfelt narrative. The physical space, designed as a \u201chome,\u201d reinforces the sense of return, refuge, and warmth. It\u2019s a brilliant demonstration of how branding transcends print and becomes a living experience. The minimalist aesthetic doesn\u2019t erase tradition; it refines and elevates it. The result is an environment where tradition and modernity don\u2019t compete\u2014they embrace.<\/p>\n This project also offers valuable lessons for branding professionals: the importance of listening before designing, understanding history before creating a symbol, translating emotion into visual systems, not fearing minimalism when the concept is strong, and recognizing that a brand can evolve without losing its soul. Cool Mai Design shows that when branding is driven by purpose, not artifice, it becomes a bridge between generations.<\/p>\n That\u2019s why Yilong Fulong Bento is more than a redesign\u2014it\u2019s a declaration of identity. It\u2019s a brand that honors its legacy, adapts to the times, and prepares for the future. A brand that understands modernizing isn\u2019t about erasing the past, but illuminating it from new perspectives. A brand that proves design, when used with respect and vision, can protect a story spanning nearly seven decades and, at the same time, open a world of new possibilities.<\/p>\n Ultimately, this rebrand doesn\u2019t just beautify\u2014it transforms. It doesn\u2019t just communicate\u2014it connects. It doesn\u2019t just update\u2014it revives. A rebrand that transforms tradition, sustainability, and cultural heritage Each week, we spotlight an international project that shows how strategic branding can breathe new life into heritage brands and turn them into contemporary icons. Today, we travel to Fulong, Taiwan, to explore one of the year\u2019s most significant rebrands: the visual and conceptual reinvention of […]<\/p>\n","protected":false},"author":1,"featured_media":1178,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[210,134],"class_list":["post-18788","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-inspiracio","category-disseny-grafic"],"acf":[],"yoast_head":"\n![\"\"](\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/12\/branding-destacado-de-la-semana-yilong-fulong-bento-by-cool-mai-design-6.jpg\")
<\/p>\n![\"\"](\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/12\/branding-destacado-de-la-semana-yilong-fulong-bento-by-cool-mai-design-1.jpg\")
<\/p>\nA legacy since 1957: identity, family, and cuisine<\/h3>\n
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<\/p>\nThe visual concept: a bento box as a universal symbol of warmth<\/h3>\n
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<\/p>\nA minimalist identity that breathes history and modernity<\/h3>\n
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<\/p>\nStorytelling rooted in emotion and place<\/h3>\n
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<\/p>\nPhysical space: environmental design that feels like coming home<\/h3>\n
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<\/p>\nSustainability as identity: the ESG commitment<\/h3>\n
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<\/p>\nVisual applications: clarity, modularity, and aesthetic sensitivity<\/h3>\n
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<\/p>\nA winning rebrand: international recognition in Branding<\/h3>\n
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Project credits<\/h3>\n
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Conclusion: a rebrand that honors the past, transforms the present, and prepares for the future<\/h3>\n
\nAnd in that blend of emotion, strategy, and design lies the true greatness of this project.<\/p>\n","protected":false},"excerpt":{"rendered":"