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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.

ProjectOrchestre De Chambre de Paris
A MINOR PROBLEM
The Orchestre de Chambre de Paris, celebrated for its musical mastery, faced a challenge: classical music's image problem. Perceived as exclusive and intimidating, it struggled to connect with broader audiences. The Orchestra sought to break down these barriers and make classical music accessible and emotionally resonant for everyone. 

BREAKING THE SOUND BARRIER
To achieve this, we took one of the classical music’s most rigid symbols–the musical score–and ‘Rewrote the Codes’. By deconstructing the staff, its lines became our creative canvas, allowing us to rewrite notes in an emotional, relatable and tangible way. From quarter and half notes to rubber ducks for swan lake or love padlocks for Romeo & Juliette, this approach mirrors the orchestra’s mission: to evoke emotion and transport uninitiated audiences into the world of classical music, even before they hear a single note.

A NEW TEMPO
The new brand identity is a celebration of contrasts. The musical staff, a symbol of classical music's formality, is reimagined as a dynamic framework. Geometric typography, inspired by musical notes–with ascenders and descenders echoing their movement– dances within this structure. Playful iconography reimagines music notes, creating a sense of impertinence and accessibility. A 3D design language adds depth and dynamism, further breaking down the flat, traditional aesthetic. The motion design captures the fluidity of music, with each poster capturing a specific moment of sound and motion, frozen in time.

THE ENCORE
The new visual design system takes classical music out of the concert hall, becoming accessible for every type of audience. By redesigning the language of music itself, we created a visual identity that’s inviting and universal, connecting the key between classical music and people. Our design truly struck a chord, putting the Orchestra’s mission in overdrive. Hitting all the right notes with: +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: Art Direction




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