Tmall New Interpretation of Summer Begins
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    Tmall wants to spark Chinese brands with the 24 solar terms, erases the stereotypes of traditional brands and culture, and reintroduces them into… Read More
    Tmall wants to spark Chinese brands with the 24 solar terms, erases the stereotypes of traditional brands and culture, and reintroduces them into young people's lives. Summer Begins was the third traditional solar terms LxU helped Tmall to achieve, and the brand is Xiao Mi Hu facial mask. We tried to extract a few symbols to represent summer, and created a series of content including package with sound, HTML5, illustrations to awake the best memories of summer. Read Less
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Tmall wants to spark Chinese brands with the 24 solar terms, erases the stereotypes of traditional brands and culture, and reintroduces them into young people's lives. 

Summer Begins was the third traditional solar terms LxU helped Tmall to achieve, and the brand is Xiao Mi Hu facial mask. We tried to extract a few symbols to represent summer, and created a series of content including package with sound, HTML5, illustrations to awake the best memories of summer.

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天猫引入国产品牌与传统节气相碰撞,希望寻找一种方式能够抹去二者的刻板标签,让传统文化与传统品牌,重新进入年轻人的生活圈。

立夏,是LxU受天猫委托完成的第三个节气新解,这次的品牌担当是小迷糊面膜。我们选取了西瓜、汽水、蛙鸣、风铃等众多且彼此独立的夏天代表符号,形成包括可以按压发声的包装、H5、插画等一系列内容,来唤醒用户对夏天的美好记忆。​​​​​​​
Client - 天猫/Tmall
Creative Agency - LxU Studio
Project Director - 李雨/Levi
Creative Director - 田振/Tarzan
Art Director - 魏婷婷/Una
Group Head - 张晶晶/Blur
Account Manager - 陈武康婧/May
Copywriter - 同喜/Magee
Design - 刘子航/Redrum
Develop - 刘三川/Sanchez
Music & Sound Design - 囍/Ayo-Chen