LINING 1990

Return to National Memory

As a national sports brand, LI-NING has a long history. Regarding the brand temperament, we can call it the most dynamic power of youth with the sense of times. The cooperation with LI-NING on the brand project this time revives the old logo of the Chinese characters "李宁牌" (brand of LI-NING) that was popular in early 90's. The old logo bears the memories of a generation, which is the honor and belief of the brand. We have retouched and readjusted the old logo to improve its sense of balance and stability, re-match the design of Chinese characters "李宁牌". This process of being retouched is much like opening a dusty box, and then gently sweeping away the dust to make it shine again.

LI-NING 1990 is a return to national memory and an opportunity to revive an old brand. The launch of LI-NING 1990 proved to be a major brand launch event of the year as it quickly attracted strong media and consumer attention. In our ongoing collaboration with Li-Ning, we have also been involved in the key visual design for LI-NING's Paris Fashion Week 2020 and New Product Release 2021.



ART DIRECTOR: Guang Yu / Nod Young
DESIGNER: Wen Di
MOTION GRAPHIC: Sun Yanjie
YEAR: 2019 - 2021
CLIENT: LI-NING 李宁