Branding Overhaul • Logo Design

Lee’s Ideal

Wan & Foo Rice Brand & Packaging

As Designer:

For Wan Rice – I created the logo and visual identity, developing the moodboard,
selecting type and textures, and illustrating the supporting dish icons to
craft a brand that feels timeless, human, and rooted in everyday rituals.

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For Foo Rice – I developed the logo and visual system, curating a maximalist
moodboard, selecting refined typography, and crafting a premium brand expression
that celebrates cultural richness and classic elegance.

Problem

In a crowded market, Wan Rice needed a brand that felt authentic and grounded — one that could communicate both quality and care.

Need

The brand needed to express its values: rice for everyone (“wan” meaning ten thousand, the crowd, you and me), a respect for the journey from grain to table, and a commitment to affordability and quality.

Solution

We designed a vintage-inspired identity using block-offset printing aesthetics and a Copperplate-style typeface to reflect heritage and trust. Hand-drawn lino print–style illustrations of classic rice dishes were used as secondary elements to create warmth and cultural texture.

Problem

A rice brand that could capture the essence of premium quality — something luxurious and culturally rich.

Need

An aesthetic that would stand apart on the shelf — sophisticated, maximalist, and rich in heritage — appealing to a market that values tradition, artistry, and refinement in everyday products.

Solution

We designed a luxurious visual identity inspired by maximalist aesthetics — featuring ornate patterns, heritage motifs, and a logo that balances elegance and structure. The design layers complexity with clarity, echoing the brand’s blend of timeless quality and elevated taste.

Agency: Palettera INC.
Client: Lee's Ideal
Creative Direction:  Deborah Lau-Yu
Designer: Ruizhou Li