PROJECT GOAL
The goal of this project was to create a distinctive fashion brand inspired by Chinese culture and mythology. The identity aims to balance tradition with modernity, creating a sense of authenticity while presenting cultural influences in a fresh and contemporary way. The result is a bold, influential brand that bridges the past and present.
DESIGN DESICION
The brand identity is built around the legend of Xi Shi, one of China's Four Great Beauties. Elements from her story, particularly water and fish, are incorporated into the logo to connect the brand to its cultural origins. The colour palette draws inspiration from traditional Chinese temples, while the supporting visuals continue this cultural theme. These elements are reinterpreted through bold, graphic shapes and a contemporary style, creating a distinctive identity that balances Chinese tradition with modern fashion.
