Brand side: Chongqing Huan Chao

Award: MUSE Design Award 2024

Reporting Agency: One Point Design Consultation

Our service: award declaration | visual communication | booth construction | warehouse logistics

This IP design is a clever blend of ornamental carp elements and modern design. By blending traditional Chinese aesthetics with modern trends, the work prepares to celebrate and promote auspicious culture. This IP design cleverly captures the essence of children's facial features depicted in traditional Chinese New Year pictures, complemented by a palette of traditional Chinese colors. The prominent, visually striking bun further enhances its aesthetic appeal, resulting in a design that leaves a stunning visual impression. The hair is decorated with a fish scale pattern, elegantly reduced to a shape reminiscent of a fish tail, establishing a visual connection with the ornamental carp and giving the design a unique Chinese charm. In addition, IP design offers a wide variety of variations, with a wide range of themes to choose from, including Hanfu (traditional Chinese clothing), Chinese beasts and traditional Chinese colors. Further injected with modern and fashionable elements, this design highlights the uniqueness of Chinese design aesthetics and reflects the collision and integration of cultural influences in different times. The ornamental carp, a familiar and universally accepted symbol, was carefully chosen in the design, avoiding any cultural taboos. The choice resonated with a broad audience, embodying hopes for good fortune and good fortune. In addition, this design element also carries a legend: watch carp overcome many difficulties to become a dragon-this is a powerful metaphor for perseverance and incredible achievements. This subtle connection reinforces the belief that miracles can really happen in everyday life, making it more persuasive and relatable.