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.

ProjectMYOM
To tell MYOM’s brand story, we shrunk every part of the branding to let the delicious milk take up its well-deserved space. We started by creating the brand idea and mantra “More Taste, Less Waste”, and launched this across the full brand system.

Using MYOM’s 88% oat-based concentrate, we crafted a design system that embodies the essence of our product: compact, expansive, transformative – and mouth-watering.

Our design system is a mirror reflection of our product, communicating the brand’s commitment to creating a positive impact. From eco-pouches that demonstrate how small packaging can make a big difference, to dynamic typography that compresses and expands to suit all scenarios. We utilise elements from the milk industry in our creative executions to heighten awareness and effectively narrate the brand story.

Inspired by the full-bodied expansion and compact nature of our milk, our bespoke kinetic typography morphs in shape and size to reflect the fluidity of the product.

Animations mimic the fluidity of milk using MYOM’s variable font. After numerous iterations, we perfected a milk drop, resulting in an eye-catching, modulating animated typography.

From just the first 5 months of trading, MYOM has sold over 20,000 6x65g postal packs, totalling 120k units, all while attracting 5000 new customers. And because 83% of people who tried MYOM loved its delicious taste, the rate of sales growth skyrocketed at approximately 50% month-on-month. By shrinking the contents of milk by 88%, we significantly reduced packaging and transportation needs, resulting in lower CO2 emissions and waste.
Our dual-toned brand identity with expansive white typography further minimised environmental impact, using less ink on physical brand materials.

Category: Consumer goods, Visual Identity
Client: MYOM, London
Year: 2024Credit: Landor Paris
Role: Brand Identity, Wordmark, Typography, Packaging



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