XI WANGFU is a handmade bakery inheriting old dough fermentation. We are committed to bringing people the most primitive, tender relief with the simplest technical products. We try to realize the conversion from "the craftsmanship of the brand to the comfort of the consumers" through visual means. Focus on products, "old dough" is a constant technique, and natural fermentation makes every output surprising. This is the charm of handmaking. We summarize this as "seeking a certain range of uncontrollability under control". The "labeled" archiving of text information is a modern processing of traditional imprints. It retains the emotional motivation of "quality certification" in Chinese consumers, at the application level, it achieves the flexibility of information combination to deal with different use scenarios, corresponding to "constant rule”.For example, when a new product is released, simply add a new "label" to achieve low-cost operation and maintenance.Random yeast graphics are an interpretation of the unique feature of "old dough", Although it is called "old dough", it needs continuous attention and care like a child. It is the core feature and asset of the brand, and we give it personality, intuitively reflects the relaxed feeling of users. They are the emotional medium between the product and the user.and also used to counterbalance the conventional typesetting, so it corresponds to "random surprise". Most of the similar bread brands in the market focus on promoting the perspective of raw material and technology. On this basis, we put more emphasis on consumer experience, creates emotional expectation beyond the products. The visual formed this way is not top-down education for users, but an equal and relaxing dialogue for users.