Visual Identity System Art Direction Copywriting Typeface Design
《牡丹亭》，是明代剧作家汤显祖的代表性传奇戏剧作品，创作于 1598 年，描写了大家闺秀杜丽娘和书生柳梦梅的生死之恋。与《紫钗记》、《南柯记》和《邯郸记》并称为“玉茗堂四梦”。文化 IP 机构广燊行文化于 2020 年得到授权，开始融合一系列适合当代年轻人文化与时尚生活的方式，将「牡丹亭」打造成为一个具有中国古典文化属性的能够与年轻世代对话的时尚 IP 品牌，用于开展一系列市集、艺术衍生品开发等活动。
The Peony Pavilion is a legendary play by Ming Dynasty playwright Tang Xianzu, written in 1598, depicting the love between a young lady, Du Liniang, and a scholar, Liu Mengmei, in a life-and-death relationship. It is known as “The Four Dreams of Yu Ming Tang”, together with “The Purple Hairpin”, “The Book of Nanke” and “The Book of Handan”. In 2020, the cultural IP organization, Guang Sun Xing Culture, was authorized to integrate a series of ways to suit the cultural and fashionable life of contemporary youth, and to make “The Peony Pavilion” a fashionable IP brand with the attributes of classical Chinese culture that can speak to the young generation for a series of activities such as bazaar and art derivatives development.
Pocca was invited by Guang Sun Xing Culture to create an identity for this ancient and new concept. We took the abstract element “Chinese characters”, which best represents Chinese culture, as the core of the design. Referring to the calligraphic characters used in the long-standing The Peony Pavilion dramas and literary works, we combined modern aesthetics and taste to customize a recognizable Chinese wordmark that is different from the traditional calligraphic characters’ style, in order to convey the haunting rhythm. At the same time, the upper part of the character “亭 (pavilion)” was designed as an abstract symbol with “pavilion” imagery that can be detached separately, allowing the characteristics of Chinese “pictographs” to be presented in a logical way. Further focusing on the detailed elements, the line structure of the character “人” at the top of the character “亭 (pavilion)” is also extracted as a visual element to assist typography setting, which can be used as either a bracket or a book name symbol, or as an arrows in the wayfinding system for off-line events. From the focus of the complete glyph of the wordmark to the partial of one of the characters, and then to another smaller partial of the partial of the character, in the elements obtained by reducing the scale layer by layer, not only the core visual imagery of the whole visual system is continued coherently, but also the visual style of the surface layer is regularized and strengthened in the viewer's mind. Based on such a system, the whole visual identity is stable and flexible to meet the future needs of the brand in multiple scenarios such as online and offline communication, product sales and IP licensing.