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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.

Research

steepx analysis

swot

STRATEGY CANVAS

archetype

brand strategy

VALUE

PROPOSITION

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.


【天水一朝】为你的生活增添人文、可持续和赋予灵感的色彩,从中国历史悠久文化中的不同需求等级来体现并重新以现代人的生活方式解读宋朝。

POSITIONING STATEMENT

USER SCENARIO

VIDEO

BRAND EXPERIENCE MOODbOARDS

 

design

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. 


【婉约】通过‘衣’的需求来传达宋朝’婉约‘的特质,从传统服饰中学习并使之符合现代生活风格。

 
 

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.


【珍视】学习宋人通过餐桌上不同的器皿和功能来表达对一日三餐的珍视的精神,以现代人的方式诠释对每一顿饭的重视。

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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.'


【圆缺】即是两种不同的美的状态,如同宋人歌颂不完美表达了对不同状态的欣赏。

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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.


【行旅】表达了宋人天人合一的观点,当今生活中在天地之间行走也应该秉承尊崇自然、环保的理念。

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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.


【简极】是秉承宋代美学圆、方、素色、质感的绝对单纯而设计的新的阅读体验,包含了纸质质感的书页设计以及数字可下载内容。

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Design / Ting Zhou

Instructor / James Chu

Copyright © 2021 Ting Zhou

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