TDC Awards
Established in 1953, the TDC competition is the longest running, most prestigious, global typography and type design competition. For over 70 years, it has recognized typographic excellence and celebrated new typeface designs in all global languages.
Learn more about TDC72
Category
Print / Packaging Design - Series
Annual ID
TDC71_CD064
CHIENCHUN, dedicated to crafting top-tier oriental linear incense, believes that the burning and extinguishing of incense symbolize a cycle of existence—from nothingness to being, and back to nothingness. For the logo design, we based it on the Nine Palaces and Eight Trigrams, incorporating the left-rotating principle of the He Tu and Lo Shu diagrams to differentiate yin and yang. We Chinese-graphified Western text. By utilizing color contrast and complementary craftsmanship, we constructed the entire brand identity. The split font forms a yin-yang pattern, serving both as functional information and an integral part of the design. For packaging, we chose a mortise and tenon structure that evokes a handmade feel, with the mortise representing yang and the tenon representing yin, symbolizing the interdependence of yin and yang. This ancient Chinese form, simplified and presented in a more modern way, pays homage to craftsmanship.
2025 Awards
Total Points: 20
TDC Winner
Credits
Studio
DO DESIGN / Chengdu
Art Director
Lei Du
Chief Design Officer
Jiali Feng
Designer
Túlio Tu
Photographer
Shilu Wang
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