Raw Material- Independent Designer Brand Brand Identity is a comprehensive visual communication system developed by Chinese designer Zhongkai Li that exemplifies the fusion of traditional Eastern philosophy with contemporary design principles. This innovative brand identity, which earned a Bronze A' Design Award in Graphics, Illustration and Visual Communication Design category, is distinguished by its unique approach to material exploration and formal language interpretation. The identity system challenges conventional perceptions by reinterpreting everyday objects and materials through a methodology that combines traditional printmaking techniques with modern digital processes. At its core, the brand identity embodies the Chinese philosophical concept of heaven-man syncretism, where humans and nature are viewed as an interconnected organic whole. The visual language is derived from natural phenomena and urban textures, such as rain-marked pavements and weathered walls, captured through traditional rubbing techniques and kaleidoscopic interpretations, then digitally transformed into contemporary expressions. The identity system manifests primarily through silk-based products, including garments, scarves, and kerchiefs, with dimensions ranging from 180mm x 180mm for kerchiefs to 1500mm x 1500mm for scarves. This choice of silk as the primary medium is particularly significant, as it references the symbolic cycle of silkworm cultivation, reflecting the brand's commitment to natural processes and sustainable design thinking. The identity's implementation demonstrates a sophisticated balance between traditional craftsmanship and modern production methods, utilizing digital printing and silkscreen techniques to achieve its distinctive aesthetic. The system's versatility and adaptability are evident in its application across various product categories, while maintaining a consistent visual narrative that challenges traditional thinking and explores new perspectives in material interpretation.
brand identity design, sustainable fashion, Chinese philosophy, material exploration, visual communication, contemporary craftsmanship
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