The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2023 One Show - Design

A gift(donkey meat)from XiangYe

Agency 33 and Branding / Beijing

Client XiangYe


Brand Identity / System

Annual ID


About the Work

In China, donkey meat deli products are unique traditional snacks, which are widely loved by people as holiday gifts. At present, brands in the market have a serious problem of visual homogeneity. As a start-up brand, in order to quickly open up the market, it must attract and gain the attention of consumers. Visual innovation has become the focus of our creation. We retain the concept of gifts and combine the external characteristics of donkeys to design a new image of "donkey". The ingenious graphics make it stand out among many brands.

2023 Awards

Total Points: 3




33 and Branding / Beijing

Chief Design Officer

Xiaowei Zhang


Jing Xu

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