Bridging
Communication Rifts
After 20 years of designing, I finally understand what design means
As a consumer, I'm typically discerning and look for products that are both affordable and of high quality. I aspire to create designs that reflect these values.
Nod has been specializing in brand design for emerging consumer industries in China since 2015. Their portfolio ranges from clothing and pet supplies to high-end cosmetics and traditional food, and includes projects in healthcare, technology, publishing, and art. Nod is driven by a passion for design, particularly in visual communication for the public. They believe that design has the power to positively impact human life,
which is the ultimate mission of any designer.
Projects
Bananain
The future of Homewear brand
Bananain, an emerging brand in China's home clothing market, has quickly gained regional influence and is second only to Uniqlo in terms of sales volume. Its success can be attributed to its novel designs and avant-garde concepts, as well as its advantage in e-commerce, which has helped it quickly capture the market and win over young consumers. One of the biggest challenges we faced in our collaboration with Bananain was how to create a unique user experience. We had to grapple with the abstract concept of feelings and how to convey them effectively to users. After analyzing Bananain's brand content, we discovered a unique value proposition that had high recognition - the Tag-less Label. This simple, stable, and flexible label not only signifies a lack of discomfort but also serves as an eye-catching identification that evokes a feeling of something special. The Tag-less Label has become a powerful visual system that reflects Bananain's brand value proposition of "Live in Future" and promises a comfortable and futuristic experience for customers.
Our collaboration with Bananain dates back to 2019 when we designed their brand image, which received high praise in the market. Over the years, Bananain has become one of the most influential brands in China's home clothing market, and the Tag-less Label visual system we created has become one of the brand images that Chinese consumers are most familiar with and enjoy discussing.
ART DIRECTOR: Nod Young / Guang Yu
DESIGNER: Liao Liao
YEAR: 2020
CLIENT: Bananain
gaga
Relaxed and happy has always been a highly sought-after state.
Chain restaurants face fierce competition, especially during the current global epidemic. Despite this, Gaga has managed to stand out from the competition with hundreds of successful stores in China and a strong reputation among consumers. This success is largely due to Gaga's relaxed and happy brand image, inspired by the founder's daughter, after whom the restaurant is named. The name Gaga embodies a mother's hope for her child to be warm, friendly, and family-oriented.
Gaga's mission is to provide consumers with not only delicious food and a quality environment but also a lifestyle that combines companionship, growth, and happiness. As we worked on rebranding the company, we discovered a warmth flowing through the Gaga team that comes from their love of life - a pure, slow, determined, and elegant attitude that we sought to convey through the redesigned logo. The new logo comprises two parts: the symbol and the logotype. The symbol, derived from the handwritten Latin letter 'g', is romantic, sprawling, and modern, reflecting the story of the founder's daughter writing her name, Gaga. We retained the meaning of this beautiful story and gave it a new, gentle, and dignified character, using a modern twist. The symbol is versatile and can be scaled, tiled, cropped, or overlaid with text for different sub-brands like Gaga Garden, Gaga Chef, and Gaga Tea Bar. It is the most significant element of Gaga's visual identity and embodies the restaurant's brand values of warmth, friendliness, and modernity.
ART DIRECTOR: Nod Young / Guang Yu
DESIGNER: Liao Liao
YEAR: 2020
CLIENT: gaga
