Starting from the "Champion Scholar Culture" in Fengjing Town, Jinshan District, Shanghai, the brand IP and cultural and creative design are based on a people-oriented design concept. From the perspective of rural design, the design not only conforms to the aesthetic of modern youthfulness, but also encompasses the local cultural connotations of rural areas. This creates a brand culture that is easy to spread and rich in connotation for Fengjing Town, and establishes visual image of the "Champion Scholar" brand with rich regional cultural recognition. Design cultural and creative products that combine practicality and fashion can better meet the material and spiritual needs of people for products, and promote Fengjing Town's "champion culture".

"Jing Bang Ti Ming"(泾榜题名）originates from "Jin Bang Ti Ming"（金榜题名）, representing the unique Champion scholar culture of Fengjing Ancient Town and people's perception of becoming the first in the highest imperial examination. Jingbang Title is a Chinese style brand that focuses on a traditional Chinese pastry cake with a history of 300 years. Our team has developed three new flavors: sesame flavor, osmanthus flavor and vanilla flavor, and designs three packages for these flavors. While creating a new image for Fengjing Town's tourism industry, we also explore the top scholar culture as well as its long history and put forward with a brand slogan.

The brand visual image is designed based on the representative figure of Fengjing Town, the Qing Dynasty Champion scholar Cai Yitai, by improving the shape of the Qing Dynasty official hat into the well-known top scholar hat, making it more recognizable. The IP image of the clothing is changed from Qing Dynasty official clothing to new Chinese modern clothing, reflecting fashion and youthfulness. The character's facial features are designed based on Cai Yitai's facial features. The design of the character expression pack endows the image with personification. The illustrations are based on the three flavors of the packaging, combining elements such as Cai Yitai's calligraphy and painting.