FENG HE 風鶴

FENG HE 风鹤

FENG HE is an independent research and development of high-end new Chinese home brand, which mainly use copper, wood, stone as the material. It's products include lamps / crafts / small furniture, etc. 1983ASIA will use the traditional Chinese theory 'the wonders of natural beauty are boundless, lofty attitude as cloudy heart and crane eye' to interpretate FENG HE. 'Wind' is abstract phenomenon of air flow. It needs to be functioned on an object while performance. In Chinese culture, 'wind' also embodies the Chinese people's wisdom and elegant, such as book of songs' wind,elegant and praise, etc. 'Crane' is a figurative animal, crane enjoy a high position in eastern culture paticularly. Especially red-crowned crane, it's a symbol of longevity, good luck and elegance. And red-crowned crane used to be linked with the immortals, also known as 'immortal crane'. 1983ASIA combined abstract and figurative representation technique of expression, designed a morbidezza and windy cursive font. We also re-paint the dance with wind image of 'auspicious crane', which learns from the antient paintings. This design has formed an unspeakablely oriental charm. In order to put art and culture into the brand, we make bold attempt to interpret the traditional Chines theory 'there are pictures in the book, there is a book in the picture', and combined some simple and neat modern text design together. With the heart of the world to do the thing, to set the beauty of the world to add endless beauty.Let's digging into this charmy cultural , let it reappear at present.

“风鹤”是以铜/木/石元素为主要材料, 囊括灯具/工艺品/小家具等种类, 自主研发的中高端新中式家居品牌。1983ASIA以“风月无边，鹤眼云心”诠释“风鹤”“风”是空气流动的抽象现象，表现时需要作用在物体之上才能产生效果，在中国文化中“风”又体现着中国人的智慧和优雅的情调,如诗经的风/雅/颂等。“鹤”是具象的动物，特别在东方文化中有崇高的地位,尤其丹顶鹤, 是长寿,吉祥和高雅的象征,常被与神仙联系起来,又称为“仙鹤”。1983ASIA结合抽象和具象的表现手法，设计灵动带风的草书字体，并从古画中汲取养分，重新描绘东方人心中随风起舞的“瑞鹤”形象，形成一股难以言喻的东方魅力！我们大胆尝试去诠释中国人骨子里“书中有画，画中有书”的理念，并结合现代简洁利落的文字设计，把艺术与文化注入品牌之中。以出世之心做入世之事，以集美之物添无尽之美！让我们一起挖掘这份文化魅力，让他重现我们眼前！

CATEGORY：BRANDING DESIGN 品牌設計

AGENCY：1983ASIA

DESIGN：SUSU & YAO 苏素 & 杨松耀

YEAR：2014

COUNTRY：CHINA, DONG GUAN 中国, 东莞