PROJECT NAME
Greater Yu Garden
ROLE
Branding
Art Direction
Graphic Design
The Greater Yu Garden (Yuyuan) project aims to reimagine the culturally rich Yu Garden with a modern twist. The challenge is to create a brand identity that blends traditional Eastern aesthetics with contemporary expressions, establishing it as a new global fashion landmark. Our work focuses on strategy, brand identity, and innovation, leading digital and cultural transformations.
This project represents a harmonious blend of tradition and modernity, creating a vibrant and inclusive space that celebrates the timeless beauty of Eastern aesthetics while embracing contemporary innovations.
The core concept is ‘Radiating Light’, which focuses on the concept of energy emanating from a central core, similar to ripples in water.
As a new global fashion landmark rooted in Eastern wisdom and aesthetics, the brand embodies the qualities of wisdom, insight and guardianship. Our conceptual narrative is built on the centuries-old heritage of Yuyuan, with our brand vision at its core, radiating influence into the surrounding commerce, livelihood and culture. This diffusion effect reflects the concentric influence of ancient Eastern architecture, transforming the surrounding space into a journey of exploration.
The brand aims to be a guiding light, inspiring people to discover and embrace beauty and wisdom on a profound level.
By focusing on a dynamic and inclusive brand identity, the project aspires to establish Yu Garden as a new global fashion landmark. The strategic vision embraces the harmonious confluence of tradition and modernity, creating a vibrant space that celebrates timeless beauty and inspires creativity. This initiative will not only revitalize Yu Garden but also position it as a beacon of cultural and commercial excellence on the world stage.