Tang Da Li Brand Identity by sxdesign |
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| DESIGN NAME: Tang Da Li PRIMARY FUNCTION: Brand Identity INSPIRATION: Inspired by the cultural richness of the Tang Dynasty, TangDaLi embodies the era’s diversity and openness. The project stemmed from the desire to marry historical resonance with modern vitality. It draws from traditional Chinese motifs, colors, and the poetic pun of “Tang”- sugar and dynasty, bridges modern design, to tell brand story and elicit brand associations, to portray the brand's culture of blending ancient with new and its energetic nature. UNIQUE PROPERTIES / PROJECT DESCRIPTION: This design merges classical and modern, resonating with the Tang Dynasty's diversity and openness, making the brand stand out. It plays on the pun between "Tang" and "sugar", presenting a humorous brand name. Visually, it adopts modern format, incorporating Tang Dynasty murals and traditional frameworks for a vibrant brand impression. Through the synergy of brand name and visuals, this conveys the brand essence and product type, boosts brand recognition, lays a foundation for future marketing. OPERATION / FLOW / INTERACTION: The design employs the iconic illustrations and typical visual elements, ensuring it's easily recognizable. At the same time, the recombination of traditional and modern introduces a fresh and stimulating aspect, making it memorable. These elements also lay the groundwork for evolving brand stories in future marketing campaigns. These, combined with the brand's name and its pun, pique consumers' curiosity, leading them to experience the Brand's value bridging tradition and modernity. PROJECT DURATION AND LOCATION: The project started in April 2023 in Beijing and finished in October 2023 in Beijing. FITS BEST INTO CATEGORY: Graphics, Illustration and Visual Communication Design |
PRODUCTION / REALIZATION TECHNOLOGY: TangDaLi leverages advanced graphic design techniques, juxtaposing Tang Dynasty line-drawing characters with contemporary imagery. Production utilizes sustainable materials, ensuring each physical embodiment of the brand is eco-friendly. The precise execution involves high-quality print technology on recyclable substrates, reflecting the brand’s commitment to environmental responsibility. SPECIFICATIONS / TECHNICAL PROPERTIES: Large Package: 150mm X 150mm X 50mm Small Package: 150mm X 50mm X 50mm Others can be printed or displayed in various size. TAGS: Brand Identity, Chinese, Tradition, Tang Dynasty, Poster, Packaging RESEARCH ABSTRACT: The research combined historical analysis with modern design trends to create a bridge between past and present. Using surveys and market analysis tools, we identified a gap in brand storytelling that could be filled with rich cultural heritage. Participants included design experts and target consumers. Insights showed a preference for brand experiences that fuse tradition with innovation, significantly impacting the market positioning and societal perception of Chinese cultural brands. CHALLENGE: The challenge lay in authentically integrating the Tang Dynasty's cultural elements with a modern brand identity without compromising on either. Striking a balance between historical significance and contemporary appeal required extensive research into traditional Chinese art forms, consumer behavior studies, and iterating designs to meet modern ecological and production standards. ADDED DATE: 2023-11-06 10:33:03 TEAM MEMBERS (14) : Illustrations: Luo Ling, Design and Creative: Chen Xu, Wu Fang Bo, Huang Hao, Dr. Zhang Rong, Project: Hao Qian, Lin Hongnan, Liu Beibei, Tian Jianing, Zhou Qian, Ding Yipeng, Li Shulong, Yuan Zhihan and Zhang Mingjie IMAGE CREDITS: Illustrations: Luo Ling Photos and designs: sxdesign PATENTS/COPYRIGHTS: Copyrights belong to sxdesign |
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| CLIENT/STUDIO/BRAND DETAILS | |
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NAME: Tang Da Li PROFILE: TangDaLi is an energy-boosting candy brand that connects the classical with the modern, offering consumers a novel energy supplement option through its ancient formulas and modern manufacturing processes. |
| AWARD DETAILS | |
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Tang Da Li Brand Identity by Sxdesign is Winner in Graphics, Illustration and Visual Communication Design Category, 2023 - 2024.· Press Members: Login or Register to request an exclusive interview with sxdesign. · Click here to register inorder to view the profile and other works by sxdesign. |
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