The Fridge

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The Fridge is a creative and design practice based in Paris, founded by Tian Bai, an art director and designer with a decade of immersive study
and professional experience spanning France and China,
he has honed his skills across various domains of design, encompassing branding, packaging, editorial, digital, advertising and experiential realms.

His work widely recognized by a number of major design awards such as D&AD Awards, The One Club for Creativity, The ADC Annual Awards, New York Type Director's Club, New York Festivals Advertising Awards, Tokyo TDC, Red Dot Design Award and Asia-Pacific Design.

Passionate about embracing fresh challenges and engaging in stimulating projects, Tian remains eager to explore the delicate equilibrium between business and art through strategic, creative thinking and visual language.

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: Branding, 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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