Murray Batten’s design work of stationary and an ad campaign for Chinese convenience store Gulp accomplishes one of the primary goals of branding, especially when doing work that will appear in a foreign country. Batten’s neon purple images along with the bold “Gulp” lettering works because it captures the eye, but Batten’s overall concept fits with Chinese culture nicely. Batten also incorporates other words like “Munch” and “Crunch” to represent the tastiness that is Gulp. With his work, Batten achieves the goal of giving a convenience store an image that is desirable and draws people in.
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