Zhi Bu Zhi Zhu

Brand identity

Zhi Bu Zhi Zhu is an intangible cultural heritage household brand founded in Qiandongnan, China, home to the Miao and Dong ethnic groups. The brand's logo design incorporates local cultural elements, associating the brand identity with modern art. The designers drew on the shape of the Chinese character, deconstructing it into a geometric shape. They also abstracted the warp and weft of weaving from intangible cultural heritage techniques into lines, which combine to form the brand logo. The new logo design expresses the brand image, linking traditional intangible cultural heritage skills with modern home life.