To promote the traditional culture of the East, my case study was a re-visualization of an independent designer brand specializing in modern cheongsam. This branding identity aimed to make oriental brands more acceptable to the Western markets. Moreover, this branding has a profound cultural background and history behind it, making it more interesting and fun to keep going.
VISUAL IDENTITY SYSTEM
LOGO
1:1.618
COLOUR
Inspired by THE PALACE MUSEUM and got Chinese colour from there
FONT
The use of serif fonts reflects the classical aesthetics of cheongsam