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.

ProjectPassword Esports
Password Esports explores the relationship between identity and competition within gaming culture.

The brand is built around a simple transformation: reimagining the password as a symbol rather than a function. Traditionally associated with access and protection, the password becomes a visible mark of belonging, achievement, and self-expression.

This idea is embodied through a custom emblem that merges the letter “P” with the visual language of authentication systems. Supported by a fluid gradient palette and adaptable graphic framework, the identity creates a cohesive system that extends across digital environments, merchandise, and live experiences.

More than a gaming brand, Password becomes a symbol of progression—representing the players, communities, and shared ambitions that shape contemporary esports culture.

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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