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.
ProjectRoyal Canin
To elevate and differentiate the Royal Canin brand by giving purpose to its assets, the proposition takes the heart of this brand lies the kibble—an innovative representation of dedication to pet health.

It’s more than just a product; it’s an achievement.
The kibble stands as the culmination of expertise in science-based nutrition, reflecting years of research and innovation. Every piece encapsulates deep knowledge, delivering tangible health benefits to pets. It’s not just food; 
it’s a testament to the love and care poured into every formula.

The kibble creates a connection.
It serves as a link—a bridge between pets and their unique needs, and between pet owners and the unwavering affection they show. This design seamlessly connects health with love, reflecting the emotional and physical bond between pets and their families.

It’s a symbol.
The kibble represents a marriage of science and care, designed with purpose and precision. It embodies the fusion of health and love, showcasing how thoughtful design can enrich the lives of both pets and their owners.

The kibble’s design is more than function—it’s a reflection of the commitment to fostering wellness and deep connections through every bite. 

Category: Branding, Visual Identity
Client: Royal Canin, Paris
Year: 2024Creative & Design: Tian Bai
Motion & Creative Processing: Frederic Granon



More projects

Insight & Forecast 2021
Credex
Babart
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