Qipao Town
Brand identity
The principal logo design illustrates an abstract combination of a young lady wearing a Cheongsam (one-piece Chinese dress for women, also known as Qipao) and Suzhou-style architectural elements. We extracted the brushwork of Guanzhong Wu (a great master in painting and drawing) to generate the logotype in a modern and abstract manner. The gable roof appears to be an eave and an oiled paper umbrella held by a Jiangnan lady (eponymously named "Lady Midnight"). We also considered the concept of the silk culture and incorporated the intrinsic landscape characteristics of small towns in the South of the Yangtze River.
Date of Launch
2016
Development Time
up to 12 months
Target Regions
Asia
Target Groups
Consumer / User