Sinsian Black Jelly Brand, a new grass jelly dessert brand, requested 5 Star Plus Retail Design to create a store concept design for their premier location within Beijing’s Hello Mart shopping market. The flagship store design was inspired by Sinsian’s brand identity of tradition, health, and purity. For this store design, the minimalistic features are meant to showcase the product instead of diverting attention away from it. The back walls are adorned with hand-drawn motifs of natural herbs and leaves to highlight the fresh quality of the jelly; light, warm colors accent the traditional dark fish scale tiles decorated across the bar. The see-through kitchen window draws the customers’ attention and reflects the transparency of the brand and the belief in their product.