Tian.B | The Fridge
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The Fridge is the creative portfolio of Tian Bai, an award-winning creative based in Paris.

With over a decade of experience across France and China, his practice moves across branding and campaigns through a broad visual language spanning identity systems, 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.

ProjectOrchestre de Chambre de Paris
The Orchestre de Chambre de Paris sought to challenge the perception of classical music as exclusive and inaccessible. While renowned for its artistic excellence, the institution faced the broader challenge of connecting with audiences beyond traditional concertgoers.

The identity is built around the idea of “Rewriting the Codes.” By reinterpreting one of classical music’s most recognizable symbols—the musical staff—we transformed a rigid notation system into an expressive visual language. Deconstructed staff lines became a flexible framework where notes evolved into familiar objects, emotions, and cultural references, creating new points of entry into the world of classical music.

This principle extends across the entire identity system. Typography draws inspiration from the movement and rhythm of musical notation, while playful iconography, motion, and three-dimensional elements bring a sense of accessibility and dynamism. Together, these components translate the orchestra’s artistic mission into a contemporary visual experience.

By redesigning the language of music itself, the identity creates a stronger connection between classical music and wider audiences. The rebrand contributed to significant growth across digital engagement and ticket sales, including +88% Instagram followers, +572% website click-throughs, +19% Facebook engagement, and +8% ticket sales revenue.

Category: Brand Identity, Music
Client: Orchestre De Chambre de Paris, Paris
Year: 2025
Credit: Landor Paris
Role: Creative & Art Direction
*All copyrights to this work belong to LandorRecognition: 
D&AD Awards, Graphite Pencil
Cannes Lions International Festival of Creativity, Winner & Shortlist
Red Dot Design Award, Best of the Best
Top/Com Grand Prix Gold The Creative Excellence



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