Brand Design

Zheng Yue Qu

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Zheng Yue Qu is a brand on the theme of Chinese New Year. The intention behind it is to recall certain cultural practices of celebration to preserve this unique tradition. The visual representation of the customs relies on appealing animal characters with auspicious meanings. The dominant colour is red, which, in China, typically stands for happiness, joy and prosperity. By featuring the distinctive imagery in a booklet, as well as on practical accessories like envelopes, tablecloths and lanterns, the brand design artfully transfers historical content into the present.

Red Dot

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