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 Festival,
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.

ProjectPassword Esports
Password Esports is more than just a competitive gaming brand — it’s a symbolic arena for players who seek victory, honor, and a strong sense of identity. This project aims to build an immersive visual language that speaks to both the emotional highs of winning and the deeper journey of self-definition. 

CONCEPT
We began by reimagining the idea of a “password” — a symbol of access, identity, and secrecy — and transformed it into a core element of the brand. Here, the password becomes a mark of glory, a badge of belonging, and a metaphor for unlocking one’s true potential. 

SYMBOL
At the heart of the visual identity is a custom super symbol, created by fusing the “P” from Password with the abstract shape of a password icon. This emblem represents: 
Honor — like a medal earned through competition. 
Community — a gathering point for players across the esports world. 
Identity — a personalized mark players can rally behind. 

VISUAL LANGUAGE
The brand color palette features a signature Glory Red, presented in fluid gradients that shift from light to dark and vice versa. This gradient symbolizes the player’s journey — moving between virtual and real, challenge and triumph, evolution and reinvention. Across digital platforms, merchandise, event visuals, and community spaces, the symbol and gradient system adapt seamlessly. Each touchpoint reinforces Password Esports as a space where players push limits, build identity, and claim victory.

Category: Brand Identity, Esports
Client: Password Esports, Hu Nan
Year: 2025
Creative & Design: Tian Bai
Motion: Tian Bai
3D: Rémi Caussé



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