Jiatra

Brand Identity, Packaging

Jiatra is an Asian-American concept brand that delivers authentic high quality products to its customers to be a part of daily food traditions worldwide.

Building a meaningful logo

"The photo shows a Chinese man taking a break in Hong Kong. He relaxes on his rickshaw and smiles satisfied in the distance. The Jiatra brand is not just about the logo. It is a visual language that include emotion, tradition and a positive feeling."

Creating the brand font

"To give the brand name a unique distinguishable character, the existing font Courier has been changed. The word Jia means home in Chinese. The abbreviation tra forms the beginning of the word tradition. Together, they embody the core of the Jiatra brand and its products."

Related tagline

"The Tagline of Jiatra aims directly at the brand core. The Tagline "tastes like home" reminds of the good old days when the whole family gathered around the table. Moreover the Tagline puts the product in the foreground. The products of Jiatra are suitable for cooking yourself. They are to revive exactly these old traditions and unite the family back at the table."

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