Close ×Brand Creation · Identity · E-commerce · Mobile
Li Yu
Li Yu is a premium seafood gifting brand offering curated hairy crab, Alaskan king crab, and other celebratory gift sets.
I built the brand around a simple idea: a gift should feel as meaningful as the relationship it honors. Chinese cultural references, refined materials, and modern commerce come together in one distinctive system.
Role
Brand Designer
Scope
- Brand Positioning
- Visual Identity
- Logo Development
- Color System
- Website Design
- Mobile Experience
01 · Brand Foundation
A gift shaped by elegance and tradition.
At Li Yu, gifting is more than a gesture—it reflects care, respect, and lasting connection. Inspired by Chinese cultural heritage, each seafood gift set pairs exceptional ingredients with thoughtful presentation for partnerships, milestones, and moments of gratitude.
02 · Logo Exploration
Finding a modern expression of Chinese tradition.
I explored four directions through auspicious seals, transformed Chinese characters, and symbolic forms. Each route tested how the identity could feel culturally rooted without becoming ornamental or overly traditional.
03 · Selected Identity
A crab, a fan, and a gift with meaning.
The selected mark turns the crab’s shell into a fan-shaped form. Paired with the characters 礼遇, it connects premium seafood with the language of respect, hospitality, and meaningful exchange.
04 · Color System
A richer take on celebration and ceremony.
Gold signals occasion and generosity, while deep brown and midnight blue add restraint. Warm ivory keeps the system elegant and gives product photography room to lead.
05 · Website Experience
Bringing premium gifting into a clear shopping journey.
The website balances storytelling with practical product comparison. Strong imagery, direct package choices, and cultural detail make the experience feel elevated without slowing down the purchase path.
Hover to explore ↓06 · Mobile Experience
Designed for choosing, gifting, and checkout on the go.
The mobile experience keeps package discovery visual and simple, with focused product details and an easier path from selection to checkout.
07 · Packaging Experience
A gift designed to feel special before it is opened.
Deep navy, warm gold, and carefully organized details turn the seafood selection into a complete gifting ritual—from the first impression to the final reveal.
From tradition to a working brand
A refined identity made for meaningful gifts.
The result is a premium gifting system that carries cultural meaning across identity, web, and mobile commerce—without losing clarity or modern appeal.