YABA Wine
BRANDING 2025-ONGOING
YABA is a Fuzhou red yeast rice wine brand founded by Allen, founder of Fuzhou America, as a way to reconnect with his roots and honor a tradition passed down through generations.
Inspired by memories of drinking the wine with his grandfather and its role in weddings and family celebrations, the brand brings new life to a longstanding cultural staple. I designed the visual identity and custom illustrations, creating a contemporary expression of heritage, celebration, and storytelling.
Inspired by memories of drinking the wine with his grandfather and its role in weddings and family celebrations, the brand brings new life to a longstanding cultural staple. I designed the visual identity and custom illustrations, creating a contemporary expression of heritage, celebration, and storytelling.
Win Son Bakery,China Wine Club celebrating @flybyjing x @littlefatboyfrankie’s new collab chili crisp ketchup 🌶️.
Photo by Daniel Huang.
Win Son Bakery,Allen Cao is pouring YABA for at a tasting event. Photo by Daniel Huang.
Allen Cao at Hana Makgeolli Brewery & Tasting Room event in Brooklyn.
MoodboardEarly concepts explored the dual meaning behind the name YABA. In the Fuzhou dialect, YABA 雅巴 is
used to describe something exceptional, while its Mandarin pronunciation echoes 啞巴, or “speechless.”
These explorations used illustration, typography, and storytelling to define the brand's voice
and visual character.
TAGLINES (Simplified Chinese)
- 好喝到无语 (So good, it’ll leave you speechless)
- 喝， 就对了 (Just drink, that’s all you need)
- 无声浓烈 (Silent but strong)
- 随便给五星 (Five stars, no questions asked)
- 完全上头 (Completely hooked)
Packaging studies explored different ways of expressing the brand on the bottle, from bold die-cut labels to minimal applications that highlight the wine itself. These explorations helped define the balance between heritage, storytelling appeal.
Inspired by the Tiger and Human Ritual Vessel (虎食人卣), an ancient Chinese bronze artifact depicting
a tiger and human figure, the illustration system reimagines the pair raising glasses of wine together.
The motif reflects the role of Fuzhou red yeast rice wine in celebrations, family gatherings, and
shared traditions.
©Jessica Chen,2026