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Tang Da Li: Blending Ancient and Modern for a Vibrant Brand Impression

sxdesign proudly presents Tang Da Li, a brand identity project inspired by the cultural richness of the Tang Dynasty. This innovative design merges classical and modern elements, resonating with the era’s diversity and openness, while playing on the pun between "Tang" and "sugar" to present a humorous brand name. The project, which began in April 2023 and concluded in October 2023 in Beijing, leverages advanced graphic design techniques to juxtapose Tang Dynasty line-drawing characters with contemporary imagery. The resulting design embodies the brand's commitment to environmental responsibility through the use of sustainable materials and high-quality print technology on recyclable substrates. Tang Da Li's large and small packages, along with other printed or displayed materials, showcase the brand's dedication to blending tradition with innovation. This project was awarded the Bronze A' Design Award in 2024, recognizing its outstanding and creatively ingenious design that authentically combines experience and resourcefulness.

The Tang Da Li brand identity project is a testament to sxdesign's ability to bridge the past and present, creating a brand experience that resonates with modern consumers while honoring rich cultural heritage. By fusing traditional Chinese motifs, colors, and the poetic pun of "Tang" with modern design, Tang Da Li embodies the brand's culture of blending ancient with new and its energetic nature. The design employs iconic illustrations and typical visual elements to ensure easy recognition, while introducing a fresh and stimulating aspect that makes it memorable. This fusion of tradition and modernity piques consumers' curiosity, leading them to experience the brand's value bridging tradition and modernity. The project's success is attributed to extensive research, which combined historical analysis with modern design trends, and involved design experts and target consumers to identify a gap in brand storytelling that could be filled with rich cultural heritage. The resulting insights significantly impacted the market positioning and societal perception of Chinese cultural brands.

As a design studio in China, sxdesign is committed to building significance in daily life through the observation, extraction, abstraction, and reorganization of phenomena. The studio values the languages and ideas of clients and users, creating designs that authentically combine experience and resourcefulness. Tang Da Li is a testament to sxdesign's dedication to incorporating best practices in art, science, design, and technology, contributing to quality of life improvements and making the world a better place.

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