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CHINFIE is a cosmetics brand covering products from lipsticks to foundations that has been employed for years by a Chinese government-operated cosmetics company. The company had always presented itself mainly with Chinese character indications, but it developed a new VI to compete against foreign-financed cosmetics, including Japanese brands. The VI has been widely disseminated, not only on product packages but also on such items as store-front ads for face-to-face sales in department stores. This was also the first joint project between Gramco and its affiliate Lexis (Shanghai) Design System Inc.
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