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.

ProjectKIPRUN
Born from the electric energy of the 2007 NYC Marathon, where voices from the crowd echoed a simple yet powerful mantra—"Keep running"—KIPRUN was named after that very spirit. A rallying cry that became our identity.

At KIPRUN, we exist to be every runner’s most loyal supporter. Our purpose? To inspire and empower everyone to keep running—To discover their strength, to grow, and to celebrate the journey. Because for us, running is more than a sport. It’s a way to reconnect—with ourselves, with others, with the present moment. Every step taken, whether on pavement or trail, is a moment to feel alive—Stronger, freer, grounded.

We don’t know where running will take us. But we know this: the only way forward is to show up. So, keep running.

Category: Sport, Brand Identity, Visual Identity
Client: Kiprun, Lile
Year: 2025Credit: Landor Paris, Kiprun
Role: Brand and Visual Identity




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