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, 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.

ProjectGloop
GLOOP is a typographic experiment in transition — part structure, part substance. It begins with a classical serif skeleton, but that foundation is quickly engulfed by soft, semi-fluid contours that appear to be growing, melting, or wrapping the form. The result is an alphabet caught mid-mutation: familiar in proportion, yet entirely unfamiliar in presence.

Rather than seeking readability, GLOOP explores the boundaries of legibility and texture. Letters are no longer static; they act like living forms, resisting their traditional roles and instead performing as visual entities. The viewer is pulled between recognition and abstraction — between language and sculpture.

This font emerged from an exploration of organic tension: How can a letter feel soft? What happens when structure is covered, consumed, or dissolved? GLOOP doesn’t answer — it embodies the question.

Ideal for editorial experiments, cover design, exhibition graphics, and speculative branding, GLOOP invites designers to use text as atmosphere — as something unstable, breathing, and bold.

Category: Typeface, Experiment
Client: Experimental Project
Year: 2025
Creative & Design: Tian Bai
Type Design: Tian Bai



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