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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.

ProjectUp  Away
When the world is too much And our minds won’t stop turning, we know we’re not stuck.
Because we take a beat sip something sweet and head up to the clouds floating on brilliant bubbles with a touch of caffeine Relief. Release. Refresh. It’s a heavenly escape. A weightless pause to take on whatever life throws at us and savor the flavors we find along the way.


Category: Consumer goods, Packaging
Client: Coca Cola
Year: 2024
Creative & Design: Tian Bai
Typography: Tian Bai
Motion: Frederic Granon




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