CREATIVE DIRECTOR: Zhang Yan
DESIGN DIRECTOR: Yang Yan
DESIGNER: Wu You / Yang Yan
CALLIGRAPHY: Wen Na
ARTIST: Wen Na
PHOTOGRAPHER: Li Weihan
CLIENT: MOROCO
2022年春节档，虎头局与艺术家文那达成了新春主题的跨界合作。东方气息的画作，被拆解、被组合。其中，老虎的眼神，有一种戏虐的狠劲。盯着你的那双眼睛成为了力量的来源。这种神气、活力、叛逆与张扬的年轻力量与虎皮纹理，红色金色的传统习俗相融。形成了一个“年轻的、新的东方感受”。
文字信息上，取“虎年”和“虎头局”的虎；取东方的“金虎与白虎”；取“发财”取“庇佑”，主题取名为“錿虎发财”，为“中国年”博一个好彩头。
用“重复”这个简洁但不简单的方式，将虎头局的英文作为装饰，暗示“品牌”的同时，形成年轻时尚感的版面风格。让年轻的消费者们感到亲近的同时又有些意料之外的欣喜。
在“品牌传播诉求”与“艺术家艺术语言表达之间”拆解、组合、创造、平衡。让“联名合作”双方获益。为双方的“品牌价值”都带来升值。
In the Spring Festival 2022, TIGER ATTITUDE and artist Wen Na reached a
cross-border collaboration on the theme of Chinese New Year. The oriental
paintings were disassembled and combined. Among them, the tiger's eyes, have a
playful viciousness. The eyes that stare at you become a source of power. This
youthful power of vigor, energy, rebellion and flair blends with the texture of
tiger skin and the traditional custom of red and gold. The result is a young,
new oriental feeling.
The text features "Year of the Tiger" and "TIGER
ATTITUDE", "Golden Tiger and White Tiger", "Fortune "
and the "Blessing". So the theme is finally named "Cheerful
Tiger Fat Choi", which will bring good luck for the Chinese Year.
By using the simple but not simple way of repetition, the English name of
TIGER ATTITUDE is used as decoration, implying the brand and forming a young
and fashionable layout style. It makes young consumers feel approachable and at the same time a
little unexpectedly delighted.
We disassemble,
combine, create and balance between brand communication demands and artist's
artistic language expression, to benefit both sides of the joint collaboration.
The brand value of both parties will be appreciated.
