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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.

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



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