DÀWÁNG [2022]


            Established in 2018, DÀWÁNG is a New York-based contemporary streetwear design brand that draws influences from East and West created by Chinese-born designer Daisy, Jingwen Wang. DAWANG is committed to celebrating a modern interpretation of traditional Chinese aesthetics and reclaiming the term Chinoiserie under a modern lens.
            I recreated DÀWÁNG’s brand identity to exemplify its edgy urban punk style and embrace its Chinese roots. The bilingual nature of the brand is elegantly represented by two carefully chosen Western and Eastern typefaces in the logo and the contrasting color scheme. Because of rich cultural and personal stories DÀWÁNG embodies, I incorporated some cinematic design aesthetics in its advertising materials. 

            DÀWÁNG(大王)是一家于 2018 年成立于纽约的当代街头服饰设计品牌,创始人华裔设计师 Daisy王婧文在设计中融合了东西方的不同审美,致力于发扬对中国传统美学的现代诠释,在现代镜头下重新定义”中国风“。
            笔者为DÀWÁNG打造了全新的品牌形象,以体现其前卫的都市朋克风格并凸显其中国文化根源。该品牌的双语特性于标志中精心挑选的中英文字体以及对比鲜明的配色优雅体现。由于DÀWÁNG蕴含了丰富的中国文化和设计师的个人故事,我在其广告材料中融入了一些电影的设计美学。



Brand identity 品牌形象︎︎︎
Web Design 网页设计︎︎︎












































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Mingxuan Shen©
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