Ladies of Tang Dynasty
Daming Palace
Background
The Daming Palace is a key cultural heritage site in China, Built in Year 643 and the largest ancient city in Chang'an during the Tang Dynasty. The Daming Palace hopes to reshape its brand image and inspire young people's love for traditional and ancient brands.
Insight
Ladies of Tang Dynasty were the most respected, free, independent, beautiful, and stunning portrayal of women in the Daming Palace during the Tang Dynasty.
Ladies of Tang Dynasty were the most respected, free, independent, beautiful, and stunning portrayal of women in the Daming Palace during the Tang Dynasty.
Execution
Our inspiration comes from the Tang Dynasty paintings "Court Ladies Preparing Newly Woven Silk" and "Ladies Playing Double," representative works of Tang Dynasty painters Zhang Xuan and Zhou Fang, which vividly describe the appearance of Ladies of Tang Dynasty. We extracted hairstyles and lip colour by these surviving work in the painting, as well as the unique makeup that gradually fades from yellow to red, reconstructed abstract geometric shapes, combined Eastern and Western aesthetics, and creatively designed hundreds of Ladies of Tang Dynasty with a contemporary feel, as well as 26 Ladies of Tang Dynasty English letters, A, B, C, D, E, which are both English letters and abstract Ladies of Tang Dynasty. At the same time, we created a motion graphic of plane letters using 3D software, each letter seems to represent the beauties of different temperaments. We designed and applied the women's illustrations and English letters to materials such as posters, popular phrase seals, umbrellas, necklaces, bookmarks, refrigerator magnets, stamps, etc. We printed 26 Tang Dynasty women letter T-shirts, each corresponding to a canned package with a letter of a Ladies of Tang Dynasty. Everyone can choose a T-shirt according to the initial letter of their surname, creating a close interaction between the brand and the public.
Our inspiration comes from the Tang Dynasty paintings "Court Ladies Preparing Newly Woven Silk" and "Ladies Playing Double," representative works of Tang Dynasty painters Zhang Xuan and Zhou Fang, which vividly describe the appearance of Ladies of Tang Dynasty. We extracted hairstyles and lip colour by these surviving work in the painting, as well as the unique makeup that gradually fades from yellow to red, reconstructed abstract geometric shapes, combined Eastern and Western aesthetics, and creatively designed hundreds of Ladies of Tang Dynasty with a contemporary feel, as well as 26 Ladies of Tang Dynasty English letters, A, B, C, D, E, which are both English letters and abstract Ladies of Tang Dynasty. At the same time, we created a motion graphic of plane letters using 3D software, each letter seems to represent the beauties of different temperaments. We designed and applied the women's illustrations and English letters to materials such as posters, popular phrase seals, umbrellas, necklaces, bookmarks, refrigerator magnets, stamps, etc. We printed 26 Tang Dynasty women letter T-shirts, each corresponding to a canned package with a letter of a Ladies of Tang Dynasty. Everyone can choose a T-shirt according to the initial letter of their surname, creating a close interaction between the brand and the public.
Results
The series of Ladies of Tang Dynasty IP products have attracted tourists to the Daming Palace to buy and collect, and the ancient brand has become youthful and fashionable.
The series of Ladies of Tang Dynasty IP products have attracted tourists to the Daming Palace to buy and collect, and the ancient brand has become youthful and fashionable.
Chinese Explanation
大明宫是中国最大的古城遗址之一，始建于634年唐朝。唐代仕女，中国盛唐时期大明宫中最自由独立、最美、最惊艳的女性形象。我们的灵感源于唐代的《捣练图》和《挥扇仕女图》等中国画。我们根据这些留世作品，提取画中唐代仕女们有代表性的发式与唇彩，以及由黄渐变到红的独特妆容。结合几何图形，设计26个唐代仕女英文字母，A、B、C、D、E…即是英文字母，又是抽象的唐代仕女。我们使用3D软件创作了平面字母的运动影像图形，每个字母仿佛都代表了女性不同气质的美。我们将这些字母与插图，整合到海报、罐装T恤、茶杯、印章、冰箱贴、笔记本等，古老的品牌焕发着年轻与时尚。
26 English Letters
Hundreds of illustrations
Posters
& Outdoor Billboards
Canned T-shirts
Tea Cup
Seals
Notebook
Refrigerator Magnet
Umbrella & Necklace
Bookmark
Stamp
Brand: Daming Palace/Design Agency: The Nine Shanghai/Chief Creative Officer:Jody Xiong / Art Director:Jody Xiong,Charley Xia/Creative Director:Jody Xiong,Charley Xia/Designer:Jody Xiong,Charley Xia,Mao Jian,Lin Zhongfu,Gong Chaoping,Ritsune Ryu,Hu Mo/Illustrator:Jody Xiong,Charley Xia,Wang Nanfei,Ding Wenying/Photographer:Liu Junhao/Typographer:Jody Xiong,Charley Xia/Brand Communications Manager:Wang Shiyu,Wang Chengfu,Cheng Yufan,Zhu Siqi,Wang Wenhong
Awards: 2 X Pencils at D&AD 2023 / 7 X Merits Aards at 102 NY ADC
