Today Happiness Innovation Brand of Chinese Culture by Qin Zhen, Mo Meiyin and Mai Tinghui |
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| DESIGN DETAILS | |||||
| DESIGN NAME: Today Happiness PRIMARY FUNCTION: Innovation Brand of Chinese Culture INSPIRATION: The traditional Chinese culture of Xi has a history of thousands of years. It is a culture in which people celebrate the most important things in life and hold grand ceremonies to celebrate them, such as getting married and achieving great achievements. Coincidentally, 2019 is the first year of China's "national trend". The brand is devoted to exploring the value connotation of Chinese "Xi" culture and endows it with new meaning. Today Happiness believes that "life everywhere happy", the pursuit of positive happy open-minded attitude towards life. UNIQUE PROPERTIES / PROJECT DESCRIPTION: "Xi" has been a Chinese culture of congratulation for thousands of years. It refers to some of the most important events in one's life, such as marriage and joining a new family. Today Happiness puts forward the brand proposition of "everything should be celebrated and everything should be happy", which uses the symmetrical form of Chinese poetry, meaning "life is full of joy, live with openness". The brand extends its product series from the three aspects of symbolization of "happiness" OPERATION / FLOW / INTERACTION: The sales channel, based on the social media ecosystem with the largest traffic volume in China, has a smooth and low cost user experience. The brand theme song is co-created by Cantonese opera and hip-hop artists, and conveyed by song, which is more accessible and popular. Two advertising videos, with KOL to launch the local "love" cultural tour. An H5, low production cost, can adapt to various channels, simple operation, with limited resources to achieve maximum impact and efficiency. Establish multiple official social media accounts to communicate directly with consumers. PROJECT DURATION AND LOCATION: July 12, 2019, Guangzhou. FITS BEST INTO CATEGORY: Graphics, Illustration and Visual Communication Design |
PRODUCTION / REALIZATION TECHNOLOGY: - SPECIFICATIONS / TECHNICAL PROPERTIES: - TAGS: Innovation, Chinese culture RESEARCH ABSTRACT: The brand design extracts ancient Chinese elements, such as color, architecture, and even human life. The main tone of the color is the traditional Chinese festive red and the contrast color with the trend of blue, retaining the red "Xi" for thousands of years of lively atmosphere, but also added to the young vitality. On the graphics, we created the symmetric structure of "Xi" again and extended three symbols in different forms to refer to my three product series, which are both minimalist and complicated "window" patterns, so as to broaden the brand audience. It should be popular and easily accepted. CHALLENGE: 2019 is the first year of China's national trend. The collision between tradition and trend culture has become a topic for people, and various cross-border and new brands emerge one after another. As an all-new cultural brand that relies on traditional XI culture, how can it effectively reach young people through interesting products and personalized attitudes under the trend of national fashion? ADDED DATE: 2020-06-01 02:37:02 TEAM MEMBERS (8) : Qin Zhen,, Feng Ligeng,, He Da,, Yuan Yuan,, Mo Meiyin,, Li Binglin,, Chen Yingying, and Mai Tinghui IMAGE CREDITS: Qin Zhen, Mo Meiyin and Mai Tinghui, 2020. |
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| Visit the following page to learn more: http://www.helloebenz.com/col.jsp?id=118 | |||||
| CLIENT/STUDIO/BRAND DETAILS | |
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NAME: Guangzhou Ziqiao Culture Media Co.,LTD PROFILE: Ziqiao Media adheres to the concept of "integrated marketing communication" and has the service ability of the whole industry chain. It can provide customers with one-stop marketing communication services such as brand planning, digital marketing, event marketing and media marketing to meet customers' diversified marketing communication needs. |
| AWARD DETAILS | |
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Today Happiness Innovation Brand of Chinese Culture by Qin Zhen, Mo Meiyin and Mai Tinghui is Winner in Graphics, Illustration and Visual Communication Design Category, 2020 - 2021.· Press Members: Login or Register to request an exclusive interview with Qin Zhen, Mo Meiyin and Mai Tinghui. · Click here to register inorder to view the profile and other works by Qin Zhen, Mo Meiyin and Mai Tinghui. |
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