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, The One Club for Creativity, ADC Annual Awards, New York Type Directors Club, New York Festivals Advertising Awards, Tokyo TDC, Red Dot Design Award, 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.

ProjectCommune Coffee
At Commune, we see coffee as more than just a drink—it’s a bridge that unites diverse people, personalities, and cultures. Inspired by coffee’s rich textures and unique qualities, we crafted a visual identity rooted in typography to reflect its diversity. Through creative type processing, the menu design is divided into three distinct collections: Essence, Harmony, and FreeSpirit. Each collection celebrates the individuality of coffee and the connections it fosters.

Commune Coffee is more than a place; it’s a welcoming space that brings people together, embracing their stories and celebrating the shared moments created over a cup of coffee.


Category: Food and Beverage, Visual Identity
Client: Commune, Paris
Year: 2024Creative & Design: Tian Bai, Frederic Granon, Benjamin Dennel
Art Direction: Tian Bai, Benjamin Dennel
Creative Coding & Typography: Frederic Granon, Tian Bai



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