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.

ProjectNooie
Nooie was created from love, with love, and to love. With a deep commitment to simplifying and refining everyday life through Warm Tech, Nooie is on a mission to make smart living more accessible to all. To support this vision, we worked closely with the brand to restructure its brand architecture, ensuring a more cohesive and scalable foundation. We also refined its brand strategy, aligning it with Nooie’s core values and long-term objectives. 

Additionally, we developed a comprehensive brand book, providing clear guidelines on visual identity, tone of voice, and brand storytelling. This transformation strengthens Nooie’s position in the market, allowing it to connect with its audience in a more meaningful and consistent way.

Category: Tech, Visual Identity
Client: Nooie, San Francisco
Year: 2022Client Lead: Susana Chen, Strategy: Jennifer Wei
Creative & Design: Tian Bai, 
Photography Style: Qinxi Zhan, Tian Bai




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