Fei Tswei
2015.
Le groupe chinois Copower Enterprise fonde
sa nouvelle filiale et marque de vignoble nommée
Fei Tswei. La marque souhaite mettre en valeur
la forte connotation de puissance et de noblesse
liée à son nom, qui signifie « Jadéïte », une pierre
étroitement associée à l’image traditionnelle
et historique de l’Empereur.
Project realized at AESTHETE agency (Paris)
Carried out in association with :
Éloi Boniface, Ruby Hu Claessens
and Camille Serrecourt.
Supervised by T. De Baschmakoff
© AESTHETE (3D by Ruby Hu Claessens)
2015.
The chinese group Copower Enterprise has founded its new subsidiary and brand named Fei Tswei. The brand seeks to showcase the strong connotation of power and nobility linked to its name, which means « Jadeite », a stone closely associatied to the traditional and historical symbol of the Emperor.
The logotype is directly inspired by the interlacing of dragons on Chinese prints. They are venerated creatures in China, representing power and nobility.
To allow to the customer to better envisage the visual identity on concrete medium, the logo has been applied directly on packaging simulations, in different styles and colors.
Shopping bag and gift box simulations.
The logotype is directly inspired by the interlacing of dragons on Chinese prints. They are venerated creatures in China, representing power and nobility.
Between tradition and contemporaneity
Core target
• Wine lovers
and professionnals from China
or elsewhere.
This project required lots of upstream investigations and analysis of chinese culture, chinese traditions, and their associated symbols and colors. In China, the symbolic impact of signs isn’t something taken lightly, and takes an important place in both private and professionnal life. This project propose two concepts based on specific symbols from the chinese tradition :
• The first one, on demand of the client, is a proposition about the dragon, a noble creature synonym of power and sovereignty in China.
• The second one is inspired of an ancestral ritual wine-tasting object and its associated gestures : a Jue, a little tripod cup to offer something to drink.
The illustrative logotype offers a dual reading : one of a vineyard drawn with Indian ink, mixed with the stylised representation of a Jue, to highlight the tradition, the notion of nobility and the ritual dimension related to the ancestral wine tasting .
Small ritual and ancestral tripod cup used to offer to drink.
Shopping bag and gift box.
The illustrative logotype offers a dual reading : one of a vineyard drawn with Indian ink, mixed with the stylised representation of a Jue, to highlight the tradition, the notion of nobility and the ritual dimension related to the ancestral wine tasting .