RAW COLOR

Art Direction & Graphic Design

Jianze Identity

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Designing empty and full space

Raw Color took care of the brand identity for the emerging Chinese home and lifestyle brand Jianze. The Chinese word ‘Jianze’ roughly translates as ‘space principle’. The identity of Jianze plays with the principle of empty and full space. The wide approach of the dynamic identity reaches further than graphical usage. The transformable brand spirit totem 0 and colour palette serve as visual foundation. They are used across several applications including print, packaging, website and social media. The colour palette and brand spirit totem plays an important role in the complete brand appearance, also being widely integrated in the product design. 

Jianze is a Chinese home and lifestyle design focused brand. Born for the new Generation Z and their multi-faceted lifestyle, Jianze advocates the attitude of ‘never defined’. The brand redefines the ‘rules of space’ and challenges any traditional standards or limitations to home design for the new Chinese consumer. The high-saturation visual system using 0 as spiritual motif, pays tribute to Gen Zero - the undefined generation Z, and to echo the fundamental intentions of Jianze for no rules, and no stress. Jianze is founded by Bea Wu in 2019 and led by Creative Director and designer Min Chen.

Raw Color
Christoph Brach, Daniera ter Haar, Tijs van Nieuwenhuysen, Noortje de Keijzer

Chen Min Office
Chen Min, Vera Pan

Jianze
Bea Wu, Maggie Liu



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