Brand Zhi

Brand Zhi (BRANDZHI, written in Chinese as Zhi Gui) is a Chinese design service agency founded in 2014 that works on brand creation, rebranding and brand evocation. It injects flexible, innovative and diversified thinking into brands, aiming to support new commerce, new consumption and cultural brands with identity systems that carry a clear point of view.

The studio’s work has been recognised with a Red Dot Award for Brands and Communication Design and two iF Design Awards in 2025, a Tokyo TDC Excellent Works selection, Award360 Best 100 and Brandstar Awards in 2024, and earlier honours from GDC, CGDA, Hiiibrand and the iF Design Award in 2019.