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.

ProjectVivace Saké Urbain
"Urban craft meets poetic imperfection!'

Vivace is a visual expression of contrast and harmony—a sake born from the meeting of Parisian urban energy and the Japanese philosophy of wabi-sabi. The design celebrates the handmade, the raw, and the living, with textures, forms, and typography that embrace irregularity and human touch.

The bold, expressive logotype evokes the spontaneity of life in motion, while minimalist elements and tactile materials ground the brand in an ethos of authentic craftsman-ship, The torn paper, ink-like forms, and asymmetrical layout mirror the unpredictability of fermentation and the beauty found in imperfection.

Rooted in both the underground creativity of Paris and the timeless humility of Japanese tradition, the design communicates that this is not just a beverage - it's a living experience, urban and alive, crafted with respect and soul.

Full case study coming soon.

Category: Food and Beverage, Visual Identity
Client: Vivace, Paris
Year: 2025
Creative & Design: Tian Bai
Typography: Tian Bai
Motion Tian Bai




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