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.

ProjectNeufquatre Editions
Neufquatre Editions is a micro publishing house from the ninety-four suburb (south-east of Paris) co-created by Théo Nestoret-Puyon (Brand Strategist & Publisher) and Benoit Ponty (Artist & Production Executive) as a tribute from where they grew up together. In the visual identity we capture the imperfect tension between two cultural poles.

"In south-east of Paris from the ninety-four suburb where the idea of creating our own publishing house was born, to the bookstores stalls that we surveyed, our gaze is at the forefront of an intense cultural activity, fueled by the creative richness of our neighborhood and its proximity to the capital.”  Theo Nestoret-Puyon (co-founder) 

Category: Culture and Education, Visual Identity
Client: Neufquatre Editions, Paris
Year: 2021
Creative & Design: Tian Bai
Typography: Tian Bai
Motion: Frederic GranonRecognition: 
New York TDC68, Winner & Typographic Excellence
Tokyo TDC, Merit Award
HIIIBrand, Bronze Award
GDC Award, Excellence Award
Asia-Pacific Design NO.17



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