JaniceYeep_1804517_CompanyGuideline

19 45 CORPORATE IDENTITY
GUIDELINES
南益饼家

NAM YICK FOOD TRADING

A Taste of Ancient





CONTENT 6 5 | Corporate Logo 16
7 17
1 | Brand Background 8 5.1 Logo Lockup 18
5.2 Logo Visual Explaination 19
1.1 Who Are We 9-10 5.3 Logo Scalibility 20
1.2 Mission & Vision 5.4 Colour Variation
1.3 Story of Brand Name 11-12 5.5 Unacceptable Logo 22
23
2 | Concept 13-14 6 | Elements
24-29
2.1 Warmth of Hong Kong 6.1 Master Elements 30-45
6.2 Explaination of Master Elements 46-49
3 | Colour 50-52
7 | Application
3.1 Identity colour
7.1 Stationary Set
4 | Typography 7.2 Packaging
7.3 Poster
4.1 Corporate Fonts 7.4 Attire

19 45 BRAND
BACKGROUND
南益饼家

NAM YICK FOOD TRADING

A Taste of Ancient

19 45 WHO ARE WE

南益饼家 The brand that I decided to develop on is Nam
Yick Food Trading. It is a brand which is a
NAM YICK FOOD TRADING mooncake and pastries retailer that located at
Kluang, Johor. Nam Yick was founded by Zhang
A Taste of Ancient Wei Biao at the year of 1945 and has 77 years of
history until now.

There are huge range of products in Nam Yick.
They are selling different kind of mooncake,
cookie and cakes. The flagship product of Nam
Yik which is mooncake that full of human touch
and love. Besides, they also selling different
cookies, castella cakes, walnut cookies, green
bean cake and others.

06

MISSION & VISION

The mission of Nam Yik is is they want to make delicious
and tasty mooncake which are in a thin pastry skin,
huge amount of filling and full of love and human touch.
They want to make the mooncake which bring the best
quality and flavor towards consumers.

Yet, the vision of Nam Yik is they will continue to
introduce mooncake with thin skin and thick human
touch to express their gratitude for whether new or old
customers. Meanwhile, they want to thank for their support
and makes them feel trustworthy to purchase at Nam Yik.

07

STORY OF BRAND NAME

The name “Nam Yick” was translated and taken from the
Chinese slogan of the founder “南山之情, 益义永存”(Nan Shan
Zhi Qing, Yi Yi Yong Cun) and became “南益” (Nan Yi).

Based on the brand name, it was conveying the meaning of
founder who move from Nanyang to Kluang, Johor and
started his business wanted to have a deep emotional
connection between his consumers. This is meaningful for
him since he not only selling their pastries, but selling the
sensation.

Therefore, through their honesty, Nam Yick always insisted
to use real ingredients and healthy recipe for their
consumers to thanks them while make them feel worthy to
belive in Nam Yick and built up a strong relationship.

08

19 45 CONCEPT

南益饼家

NAM YICK FOOD TRADING

A Taste of Ancient

香情
港怀

WARMTH OF HONG KONG

Concept which reflected on the amorous
feeling and vintage atmosphere of Hong Kong
city during 80’s. Characteristics during that time
are people love signboard in high saturation
and different shapes with obvious lines to
makes themselve outstanding than others.

10

19 45 COLOUR

南益饼家

NAM YICK FOOD TRADING

A Taste of Ancient

IDENTITY COLOUR 19 45

The colour decided to use as an identity colour are 南益饼家
dark green and milky yellow. Retro red will be used
as a supporting colour on design items. The NAM YICK FOOD TRADING
combination 3 colours had created an ancient feel.
A Taste of Ancient
Green have the meaning of stable and wealth. It has
reflected on the brand identity, trustworthy and the Dark Green [#2f401b] K: 55%
“wealth of history” since they are an ancient brand C: 72% M: 49% Y: 94%
with 77 years history. R: 47 G: 64 B: 27
PANTONE: P 177 16 C
Milky yellow will apply with the purpose of balancing
the only use of green. Overuse of green will cause Milky Yellow [#f1edda] K: 0%
toxic illusion. Combination of warm and cool colour C: 5% M: 4% Y: 15%
will created harmony of colour. R: 241 G: 237 B: 218
PANTONE: P 3 9 C
Retro red will use as a supporting colour because it
will create colour hierarchy and contrast to makes Retro Red [#aa1f16]
the visual become interesting. C: 22% M: 99% Y: 100% K: 16%
R: 170 G: 31 B: 22
PANTONE: P 49 16 C

12

19 45 TYPOGRAPHY

南益饼家 南

NAM YICK FOOD TRADING

A Taste of Ancient

CORPORATE FONT Poppins

The corporate font for English type is Poppins which is [English Type]
a Geometric San Serif font and HuaWenYuanTi 华文圆
体 for Chinese type. ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
Poppins was being used in the design because it is 1234567890
readable with different scale and conveying the !@#$%^&*()?
feeling of reliable and down to earth. It also have the
sense of friendly but formal at a same time. HuaWenYuanTi 华文圆体

HuaWenYuanTi was selected because this [Chinese Type]

font was written in round stroke. It can perfectly ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
reflect on what Nam Yick is selling (mooncakes, 1234567890
!@#$%^&*()?
cookies and cakes that in round shape).
14
益 饼 家南 益 饼 家

19 45 CORPORATE
LOGO
南益饼家

NAM YICK FOOD TRADING

A Taste of Ancient

Main logo Logotype version

LOGO LOCKUP 19 45 南益饼家

There are 4 types of logo lockup 南益饼家 NAM YICK FOOD TRADING
which are main logo are sub-logo in
different form, logo without tagline, NAM YICK FOOD TRADING A Taste of Ancient
logotype version and brandmark
version. This different types of logo A Taste of Ancient
lockup will be use when applying on
different design items and different Logo without tagline Brandmark version
wider space or limited space.

19 45 南益饼家

南益饼家 16

NAM YICK FOOD TRADING

LOGO VISUAL EXPLAINATION

The logo type I decided to do is Mascot logo design. There will be an illustration of character which transformed
from the portrait of founder into a logo design. Their previous logo always emphasied on Wordmark logo and
keep changing within a period time. Thus, using Mascot logo design wil create more uniqueness and memory
point for consumers.

Portrait of founder First Draft Second Draft Final Outcome
(Zhang Wei Biao) (Hand-drawn sketch) (Add on details & refine) (Transform hand-drawn into
E.g. Pattern on tie, Wrinkles
digital form through Ai)

17

LOGO SCALIBILITY

The maximum scale of logo application will be in 100% (9.25cm X 9.82cm). The logo application that
over 100% will possibly being apply when designing a large size of design media. The, the minimum
scale of logo application will be in 25% (2.31cm x 2.46cm). If the logo smaller than 25%, it will be
hard to read, the logotype, tagline and brandmark will squeeze together too.

19 45 19 45 19 45 19 45 19 45

南益饼家 南益饼家 南益饼家 南益饼家 南益饼家

NAM YICK FOOD TRADING NAM YICK FOOD TRADING NAM YICK FOOD TRADING NAM YICK FOOD TRADING NAM YICK FOOD TRADING
A Taste of Ancient
A Taste of Ancient A Taste of Ancient A Taste of Ancient A Taste of Ancient

100% 80% 40%

(9.25cm x 9.82cm) (7.40cm x 7.87cm) (3.70cm x 3.94cm)

60% 25%

(5.55cm x 5.90cm) (2.31cm x 2.46cm)

18

VARIATIONS OF COLOUR

The logo are allowed to apply in different variations of colour. Balck and white are mostly shown when printing in
greyscale. There will be two version of colour application for the logo in certain desigin media, apply on plain
colour background (milky yellow / dark green); apply on a master elements background that pattern created
from the Chinese word of “南”, a word from their Chinese brand name.

Milky yellow plain background Master elements background Dark green plain background Master elements background

19 45 19 45 19 45 19 45

南益饼家 南益饼家 南益饼家 南益饼家

NAM YICK FOOD TRADING NAM YICK FOOD TRADING NAM YICK FOOD TRADING NAM YICK FOOD TRADING

A Taste of Ancient A Taste of Ancient A Taste of Ancient A Taste of Ancient

Black & White Black & White on black background

19 45 19 45

南益饼家 南益饼家

NAM YICK FOOD TRADING NAM YICK FOOD TRADING

A Taste of Ancient A Taste of Ancient

19

1. Do not apply many type 2. Do not apply
of shpes unnecessary elements

UNACCEPTABLE LOGO NAM YICK TRADING 南益饼家

There are 4 types of unacceptable NAM YICK FOOD TRADING
logo. We do not apply too many type
of shapes and unnecessary elements 3. Do not apply bolder font 4. Do not apply thinner font
in a logo which created confusion. (font will squeze together (font become unclear in
in small scale) small scale)
In additional, we also do not apply
font type which too bold or too thin. It
will effect the effectiveness of reading
when the logo was in different scale,
especially in smaller scale.

NAM YICK FOOD TRADING 南益饼家

NAM YICK FOOD TRADING

20

19 45 ELEMENTS

南益饼家

NAM YICK FOOD TRADING

A Taste of Ancient

MASTER ELEMENTS

The master elements was created from the Chinese word of “南”, a word from their Chinese brand name.
The reason why choosing this word rather than other word because it has the meaning of iconic landmark in
Kluang (Place which founded Nam Yick) - Gunung Lambak, “Nan Ba Shan” in their Chinese brand name. Thus, I
created this elements to emphasize the sensation of Kluang and the begining of Nam Yick.

南+ =

“Nan” from their Chinese Circle = All their product are in Master elements (Apply in
brand name round shape & have the meaning single form or pattern)

of reunion in Chinese culture

22

APPLICATION OF MASTER ELEMENTS

The master elements will mostly apply in single element form or pattern form.

Single form Pattern

23

19 45 APPLICATION

南益饼家

NAM YICK FOOD TRADING

A Taste of Ancient

STATIONARY SET

Stationary set which had
included a letterhead,
round shape business
card and envelope.

25

STATIONARY SET

Letter head [A4 - 21 cm x 29.7cm]

19 45

南益饼家

NAM YICK FOOD TRADING

A Taste of Ancient

29.7 cm

Nam Yick Food Trading www.namyick.com 南益饼家
31, 33 Jalan 10, Tman Sri Kluang, 86000 Nam Yick Food Trading
Kluang, Johor, Malaysia. 21 cm

Office: 07-7744750 H/P: +6013 7068682

26

STATIONARY SET FRONT 24.1 cm

Envelope 19 45
[Wallet Type - 24.1 cm x 11.4 cm]
南益饼家
11.4 cm
NAM YICK FOOD TRADING

南益饼家 Nam Yick Food Trading www.namyick.com

BACK

南益饼家

Nam Yick Food Trading

31, 33 Jalan 10, Tman Sri Kluang, 86000
Kluang, Johor, Malaysia.

Office: 07-7744750 H/P: +6013 7068682

27

STATIONARY SET

Round Shape Name Card
[Diameter 6.4 cm]

FRONT

6.4 cm

19 45

南益饼家

www.namyick.com

BACK 31, 33, Jalan 10, Taman Sri
Kluang, 86000 Kluang,
Johor, Malaysia.
013-7068682
07-7744750
[email protected]

南益饼家
Nam Yik Food Trading

28

PIN BADGE

2 types of pin badge design which designed
by using master elements and logo.

29

PACKAGING – 4pcs Mooncakes

Quality: Box
Designed by using logo, master elements &
hand-drawn illustration

30

ILLUSTRATION OF PACKAGING

Top

19 45 Side

南益饼家

NAM YIK TRADING

豆沙 纯莲蓉 翡翠 白莲蓉 伍仁 素金腿
Red Bean Lotus Pandan White Lotus Assorted Nuts Vege Five Nuts

月饼 存放在阴凉干燥处. 开封后放入冰箱冷藏.
Store in cool and dry place. Keep in refrigerate after opened.

南益饼家 Nam Yick Food Trading www.namyick.com

纯天 剂
然 无防腐

净含量 Net: 185g/per X 4粒/4pcs

31

PACKAGING – 2pcs Mooncakes

Quality: Box
Designed by using logo, master elements & hand-drawn illustration

32

PACKAGING – Mooncakes Single Pack

Quality: Plastic
Designed by using master elements

33

ILLUSTRATION OF PACKAGING Back

Front

Selected finest quality ingredients. Special and healthy homemade secret
recipe. Fragrant. Thin pastry skin with rich sensation.
严选食材. 独家且健康食谱. 饼皮香. 皮薄馅厚 满满人情味

Product Information

Brand 品牌 Nam Yick 南益

Manufacturer 原产商 Nam Yick Food Trading 南益饼家

Product 产品 Traditional Red Bean Mooncake 传统豆沙月饼

Location 原产地 Kluang, Johor 柔佛,居銮

Production Date 23 / 3 / 2022
生产日期

Net 净含量 185g

Shelf Life 保质期 1 - 3 Months / 1-3个月
Storage 储存方法 Refrigerate after opening.
开封后放入冰箱冷藏

Ingredients Red Bean, Intense Sugar, Vegetable Oil,
材料 Flour, Egg
红豆, 植物糖, 植物油, 面粉, 鸡蛋

Manufacture by:
Nam Yick Food Trading 南益饼家

31, Jalan 10, Taman Melanti,
86000 Kluang, Johor.

Made in Malaysia

No Lard No Pork | No Preservatives | 100% Natural

BEST BEFORE: 23 / 6 / 2022

Nam Yick Website Whatsapp

Scan QR Code to learn more.

扫码了解更多.

34

PACKAGING – Less Sugar Series Cookies

Quality: Box
Designed by using logo, master elements & hand-drawn illustration

35

ILLUSTRATION OF PACKAGING

Front Side Back

Selected finest quality ingredients. Special and healthy homemade secret
recipe. Fragrant. Thin pastry skin with rich sensation.
严选食材. 独家且健康食谱. 饼皮香. 皮薄馅厚 满满人情味

Product Information

年饼 Brand 品牌 Nam Yick 南益
Manufacturer 原产商 Nam Yick Food Trading 南益饼家

Product 产品 Less Sugar Series Cookies 低糖系列年饼
[Charcoal & Black Sesame 竹炭黑芝麻]

Nam Yick Website Location 原产地 Kluang, Johor 柔佛,居銮
Production Date 23 / 3 / 2022
生产日期 180g
Net 净含量 1 - 3 Months / 1-3个月
Shelf Life 保质期 Keep in cool and dry place.
Storage 储存方法 放在阴凉干燥处.

Ingredients Charcoal Powder, Black Sesame, Intense
材料 Sugar, Vegetable Oil, Flour, Egg
竹炭食用粉, 黑芝麻, 植物糖, 植物油, 面粉, 鸡蛋

纯天 剂 Scan QR Code Manufacture by:
然 无防腐 to learn more. Nam Yick Food Trading 南益饼家
净含量 Net: 33粒/33pcs 扫码了解更多.
31, Jalan 10, Taman Melanti,
Whatsapp 86000 Kluang, Johor.

竹炭黑芝麻 Made in Malaysia

No Lard No Pork | No Preservatives | 100% Natural

BEST BEFORE: 23 / 6 / 2022

36

PACKAGING – Walnut Cookies

Quality: Paper Box & Plastic Single Pack
Designed by using logo, master elements & hand-drawn illustration

37

ILLUSTRATION OF PACKAGING Back

19 45 Selected finest quality ingredients. Special and healthy homemade secret
recipe. Fragrant. Thin pastry skin with rich sensation.
南益饼家 严选食材. 独家且健康食谱. 饼皮香. 皮薄馅厚 满满人情味

NAM YICK FOOD TRADING Product Information

核桃酥

Brand 品牌 Nam Yick 南益

Manufacturer 原产商 Nam Yick Food Trading 南益饼家

纯天 然 无防腐 Product 产品 Walnut Cookies 核桃酥 Nam Yick Website
Location 原产地 Kluang, Johor 柔佛,居銮
净含量 Net: 5片/5pcs Production Date 23 / 3 / 2022 Scan QR Code
生产日期 to learn more.
Front Net 净含量 180g 扫码了解更多.
Shelf Life 保质期 1 - 3 Months / 1-3个月
Storage 储存方法 Refrigerate after opening. Whatsapp
开封后放入冰箱冷藏

Ingredients Walnut, Intense Sugar, Vegetable Oil, Flour,
材料 Egg, Sesame
核桃仁, 植物糖, 植物油, 面粉, 鸡蛋, 芝麻

Manufacture by:
Nam Yick Food Trading 南益饼家

31, Jalan 10, Taman Melanti,
86000 Kluang, Johor.

Made in Malaysia

No Lard No Pork | No Preservatives | 100% Natural

BEST BEFORE: 23 / 6 / 2022

38

PACKAGING – Walnut Cookie Single Pack

Quality: Plastic
Designed by using master elements

39

PACKAGING – Tau Sah Piar (Green Bean)

Quality: Boxv
Designed by using logo, master elements & hand-drawn illustration

40

ILLUSTRATION OF PACKAGING

豆沙饼 Back

Selected finest quality ingredients. Special and healthy homemade secret
recipe. Fragrant. Thin pastry skin with rich sensation.
严选食材. 独家且健康食谱. 饼皮香. 皮薄馅厚 满满人情味

Product Information

Brand 品牌 Nam Yick 南益

Manufacturer 原产商 Nam Yick Food Trading 南益饼家 Nam Yick Website

甜 Product 产品 Sweet Tau Sah Piar 甜味豆沙饼 Scan QR Code
味 Location 原产地 Kluang, Johor 柔佛,居銮 to learn more.
Production Date 23 / 3 / 2022 扫码了解更多.
净含量 Net: 180gm 生产日期
Net 净含量 180g Whatsapp
Front Shelf Life 保质期 1 - 3 Months / 1-3个月
Storage 储存方法 Refrigerate after opening.
开封后放入冰箱冷藏

Ingredients Green Bean, Intense Sugar, Vegetable Oil,
材料 Flour, Egg
绿豆, 植物糖, 植物油, 面粉, 鸡蛋

Manufacture by:
Nam Yick Food Trading 南益饼家

31, Jalan 10, Taman Melanti,
86000 Kluang, Johor.

Made in Malaysia

No Lard No Pork | No Preservatives | 100% Natural

BEST BEFORE: 23 / 6 / 2022

41

PACKAGING – Swiss Roll Cake Box

Quality: Boxv
Designed by using logo, master elements & hand-drawn illustration

42

ILLUSTRATION OF PACKAGING

Side

存放在阴凉干燥处. 开封后放入冰箱冷藏.
Store in cool and dry place. Keep in refrigerate after opened.

南益饼家 Nam Yick Food Trading www.namyick.com

Front

19 45

南益饼家

NAM YICK FOOD TRADING

纯天 剂
然 无防腐

43

PACKAGING – Castella Cake Box

Quality: Boxv
Designed by using logo, master elements & hand-drawn illustration

44

ILLUSTRATION OF PACKAGING

Top Side

19 45

南益饼家

NAM YICK FOOD TRADING

古早蛋糕 南益饼家 Nam Yick Food Trading www.namyick.com

纯天 剂
然 无防腐

净含量 Net: 180gm 存放在阴凉干燥处. 开封后放入冰箱冷藏.
Store in cool and dry place. Keep in refrigerate after opened.

45

PACKAGING – Main Poster (A3 size)

Designed by using logo, master elements & photography of products

46

PACKAGING – Product Poster (A3 size)

Designed by using logo, master elements & photography of products

47

PACKAGING – Product Poster (A3 size)

Designed by using logo, master elements & photography of products

48

PACKAGING – Product Poster (A3 size)

Designed by using logo, master elements & photography of products

49

ATTIRE – T-shirt

Designed by using master elements

50