TIANSHUIYICHAO is a lifestyle brand that brings in a humanistic, sustainable, and aspiring approach to the lifestyle experience while embodying the Chinese hierarchy of needs from time-honored Chinese culture, especially the Song Dynasty.
This is a 14-week project to create a brand strategy including trend research and analysis, brand strategy, and product design in Product Design 7 - Brand Strategy at Art Center College of Design (Pasadena, California).
The Song dynasty (960–1279) was an imperial dynasty of China that began in 960 and lasted until 1279. The dynasty was founded by Emperor Taizu of Song following his usurpation of the throne of the Later Zhou, ending the Five Dynasties and Ten Kingdoms period.
TIANSHUIYICHAO brings in a humanistic, sustainable, and aspiring approach to the lifestyle experience while embodying the Chinese hierarchy of needs from time-honored Chinese culture, especially the Song Dynasty.
BRAND EXPERIENCE MOODbOARDS
衣 - hierarchy of needs / wearing
'Grace' is one of the most important feature of Sond culture. The apparel design is the result of learning from the traditional clothing and adapting the spirit to the modern lifestyle.
食 - hierarchy of needs / dining
Song people expressed their cherishing for every meal by the must-have tools on the dining table. Learning from that, 'Cherish' interprets the importance and cherish of every meal in a modern way.
住 - hierarchy of needs / living
Imperfection was as beautiful as perfection in Song Dynasty. 'Impermanent' is a light that shows the perfect and imperfect of the moon state. It is inspired by a poem by Li Qingzhao, 'When the wild goose returns, the moon is full.'
行 - hierarchy of needs / traveling
'Journey' is a shoe design that was inspired by traditional features while expressing the philosophy of sustainability and respecting the nature in the culture of Song Dynasty.
育 - hierarchy of needs / education
Song Dynasty aesthetics requires absolute simplicity, that is, simplicity of circle, square, plain color, and texture. 'Simple' is simplicity-oriented design to find a solution of best reading experience, including physical book pages and digital content.