ADC Awards
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Category
Branding / Branding Systems / Identities - Integrated
Annual ID
ADC104_BCD037M
Background
Ten degree tour is a high-end club in Hangzhou with an area of 1,500 square meters. The interior environment materials are concrete, stone, and wood.Many places are decorated with many plants. Combined with stones, it forms a mountain landscape, reflecting the high-end and peaceful Eastern atmosphere. They hope that the brand image also embodies Eastern culture and expresses attributes such as mountains, waters, and tea.
Creative Idea
The brand's logo image is formed by combining lines with Chinese calligraphy characters, while extending the fonts of icons, room names, and tea variety names in the visual system. At the same time, the thickness of the lines is varied to extend mountains, waters, and reflections, forming the creativity of Chinese landscape painting.
Insights & Strategy
Most high-end designs with traditional Eastern style cannot be separated from calligraphy, giving people the impression of cultural and historical stories. However, due to the excessive use of such designs, it is difficult to highlight the personality of one's own brand and generate memory for people. Therefore, we need to think about how to deconstruct the traditional oriental aesthetics? And then how to reconstruct it? This requires the use of some contemporary expressions to try.
Execution
In the space design of the club, we can see decorations similar to rows of vertical lines. Therefore, this element combined with Chinese writing constitutes the core element of the brand "Ten Degrees Tour", which is then extended to the fonts of small icons, room names and tea variety names in the visual system.At the same time, through the changes in the thickness of the lines, mountains, waters and reflections are extended to form the creativity of Chinese landscape paintings. This is a deconstruction and construction of oriental aesthetics.
Results
The club is located in Hangzhou, which has a culture of over a thousand years. The architecture and interior design are all designed by well-known Chinese designers, which has brought certain influence and publicity in the market. We completed the overall brand image and product design through our understanding of the space, and the result gives people the feeling that we have achieved the icing on the cake of the entire project.
2025 Awards
Total Points: 3
Merit Honor
Credits
Creative Director
Shaobin Lin
Freelancer
Shaobin Lin
Motion Designer
Yijun Zhou
Photographer
Yanpeng Chen
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