The Fridge
Information
Works
Play

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 International Festival of Creativity, 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.

ProjectTrace
Trace is an experimental typeface inspired by the delicate boundary between presence and absence. 
Each letterform appears as a fleeting outline—soft, fluid, and incomplete—like a memory that is fading or a gesture caught in motion. Instead of rigid structure, It offers a sense of breath and transformation. The lines are gentle yet restless, giving the impression of something transient, always on the verge of dissolving. Letters drift, pulse, and evaporate into abstraction.

Trace invites designers to explore typography not as fixed form, but as an evolving atmosphere. It is best suited for experimental editorials, conceptual design, album art, or any project where visual language becomes part of the storytelling.

Category: Typeface, Experiment
Client: Experimental Project
Year: 2025
Creative & Type Design: Tian Bai
Crative Motion: Frederic Granon



More projects

©The Fridge 2025            

48°51′24″N 2°21′08″E