JADECELADON
JADECELADON is created by artist He Zhilong, who has long resided in the serene Taiyuan Valley of Taitung. He is dedicated to producing wood-fired celadon using the traditional natural ash glazing technique, aiming to revive the ancient culture of firing earthenware with full glazing practiced over two thousand years ago. To achieve this goal, he has devoted tremendous effort and has ultimately gained recognition and collection from many experts. Our design focus for this project was to deeply study the artist’s background, the traditional wood-firing methods, and the cultural significance of celadon. Based on this, we carried out planning, copywriting, and photography to portray the invaluable artistic value of this work.
DESIGN ITEMS
┃ BRAND ┃ LOGO ┃ COLOR ┃ FONT ┃ VISUAL ┃ STATIONERY ┃
┃ PHOTOGRAPHY ┃ CATALOG ┃ WEBSITE ┃
LOGO DESIGN
JADECELADON, created by artist He Zhilong, focuses on inheriting the ancient craft of natural wood-fired pottery and is dedicated to reviving the essence of the traditional culture of fully glazed earthenware. In designing the logo, we placed special emphasis on the crucial concepts of “fire observation” and “airflow” inherent to this craft, reflecting the unique artistic value of the fully glazed technique. We incorporated these ideas to create 16 different logo variations for the client to choose from. Each logo highlights a different focal point and conveys a distinct concept, which will bring a unique visual atmosphere to the future identity system.
STANDARD COLOR
The uniqueness of JADECELADON lies in the distinctive gloss of its pieces, which differs from the earthy tones of most wood-fired ceramics and the common sky blue of traditional blue-and-white porcelain. Therefore, in selecting the brand’s standard color, we specifically chose Peacock Blue Green (PANTONE 7467 C). This color symbolizes the elegance and excellence of JADECELADON, embodying the concept of “青出於藍” (surpassing the blue). We incorporated this standard color into the logo and typography, laying a solid foundation for the future visual identity system.
STANDARD FONT DESIGN
We finalized one logo and designed a custom hand-drawn typeface for it to achieve the best visual harmony.
VISUAL DESIGN
In the visual design concept, we cleverly utilized the five distinct bottle shapes of JADECELADON to create five unique totems. These were presented as an elegant continuous pattern in a square formation.
STATIONERY DESIGN
Ultimately, we integrated the logo, standard colors, typography, and creative graphics into a unified visual identity system. This system will be applied across business cards, envelopes, invitations, banners, catalogs, and the website. The design aims to highlight the cultural heritage of JADECELADON and enhance the consistency and professionalism of the brand image, allowing consumers to deeply appreciate the cultural meaning and artistic value the brand represents.
COMMERCIAL PHOTOGRAPHY
In the photography work, we captured the tremendous effort and unwavering spirit of artist He Zhilong during his creative process. The photos of JADECELADON’s works showcase the exquisite craftsmanship and unique charm of the pieces. The ultimate goal of these photographs is to present JADECELADON’s historical significance while integrating it within the context of ceramic art. Finally, we applied these photos along with the visual identity system designs to the catalog and website.
CATALOG DESIGN
In the catalog design for JADECELADON, we committed to thoroughly understanding and researching the artist’s background and the history of celadon. We planned and organized the content in a logical sequence, gathering relevant photographs and documents to support the artistic value of the works. This design approach allows readers to gain a comprehensive understanding of JADECELADON’s significant place and artistic achievements in the history of ceramics.
WEBSITE DESIGN
We incorporated photography, logo, standard colors, typography, and creative graphics into the website design. These elements infuse JADECELADON’s website with a distinctive brand style and character, showcasing the brand’s professionalism and artistic value.
