• 2013                                                                                                                                  Branding
    Qian Hu Fish Farm is a global integrated ornamental fish service provider and manufacturer of aquarium and pet accessories. They were pioneers of the industry in Singapore, with a strong history dating back to the 1970s

    This project’s direction uses 1980s  ' cheesy '  nostalgic aquarium imagery and vibe to explore on Qian Hu's rich history. These imageries have been given a modern reintepretation and twist , whilst keeping its nostalgia. Cyan, a conventional color for water, was used as the main corporate color to represent Qian Hu's firm beliefs in tradition and straight-forwardness.

    The logomark was designed in a grid system that follows the golden ratio of a perfect square and triangle, to reflect on Qian Hu's emphasis on self-discipline and excellent service. The iconic mascot , the High-Fin loach has great sentimental value to the farm, and was thus retained from the previous branding but given a new illustration style.The same illustration style is also applied to other fishes to create retail identity graphics.

    Awarded : SILVER at The Crowbar Awards 2013
    Featured on: Its Nice that (Student of the Month)
    The plastic bag is sensitively designed for the well-being of fishes, as fishes get discomforted by moving colours and distractions. This semi-opaque design allows customers to see the fishes from above , but protects the fish from seeing the outside world until they settle in their new homes. 

    The retail identity uses the set of illustrations to form tessellations , exploring the asymmetry of nature as well as the collective effort of Qian Hu. 
    Two publications were created for this project. 

    As pioneers in breeding of Arowanas,Qian Hu's publication ' The Atlas of Singapore Arowanas ' showcases locally bred Arowanas and the history of the trade. This publication also explores the relationship between the fishes and the owners.
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