The Peony Pavilion
牡丹亭
Identity and graphic system design for IP brand “The Peony Pavilion 牡丹亭” to transform the representative piece of romanticism in Chinese classic culture into a new fashion label with IP attributes that can talk to the younger generation.
We adopted the most iconic abstract Chinese element “Chinese characters” as the direct visual language. Referring the calligraphy style commonly used in the The Peony Pavilion’s book covers and performance posters, combined with modern aesthetics, we customized a stylish logotype for the brand to convey the charm of the original story.
