FOR IMMEDIATE RELEASE

XingYunShu: Conveying the Concept of Luck in Chinese Traditional Culture

Liu Bingying presents Xing Yun Shu, a dessert design project that encapsulates the essence of luck in Chinese traditional culture. The brand image aims to convey the concept of luck through a novel visual language, utilizing the traditional and lucky combination of red and green. This unique approach, combined with an abstract diagram representing various forms of luck, is designed to evoke positive emotions in consumers, creating a strong connection to the brand.

The project, which commenced in Shijiazhuang in May 2022 and concluded in September 2022, faced the challenge of expressing diverse forms of luck through abstract imagery. By leveraging compact points, lines, and planes, the design successfully captures the complexity of Chinese traditional patterns, symbolizing the concept of good luck in a visually compelling manner.

Recognizing its exceptional creativity and ingenuity, Xing Yun Shu was honored with the Bronze A' Design Award in the Graphics, Illustration, and Visual Communication Design category in 2023. This prestigious accolade celebrates designs that embody innovation, technical excellence, and a positive impact on society, further establishing Xing Yun Shu as a standout project in the realm of visual communication design.

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