The Fridge
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The Fridge is a creative
practice of Tian Bai,
an award-winning art director, designer based in Paris. With over a decade of professional experience across France and China, he has developed a multidisciplinary expertise spanning branding, packaging, editorial, digital, advertising,
and experiential design.

His work has been recognized by some of the industry’s most respected institutions, including D&AD Awards, Cannes Lions International Festival of Creativity, The One Club for Creativity, The ADC Annual Awards, New York Type Directors Club, New York Festivals Advertising Awards, Tokyo TDC, Red Dot Design Award, HiiiBrand Awards and Asia-Pacific Design.

Driven by a deep appreciation for visual culture, conceptual thinking, Tian approaches each project as a space for exploration, seeking nuance, narrative, and emotion within the design process. His work aims to transcend functionality, shaping experiences that are both visually compelling and intellectually resonant.

ProjectAngle
This brochure was designed as a visual extension of ANGLE’s manifesto:
“A new way to see the world. Your journey begins here, with a new perspective.”

Each panel offers a bold and unexpected visual interpretation, transforming everyday moments into surreal imagery that challenges conventional viewpoints. Through striking compositions, rich color palettes, and editorial clarity, the brochure invites the audience to embrace ANGLE’s core message—reframing perception through design.

More than just a piece of promotional material, the brochure functions as a conceptual entry point into ANGLE’s world. It serves as both a tactile experience and a communication tool, embodying the brand’s values of curiosity, creativity, and visual storytelling.

Category: Editorial Design, Culture
Client: Angle Voyage, Paris
Year: 2025
Creative & Design: Tian Bai
Art Direction: Tian Bai



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