项目名称 Project Name：时间的碎片 Fragments of Time
客户 Client：Sense Team
创意总监 Creative Director：黑一烊 Hei Yiyang
艺术指导 Art Director：黑一烊 Hei Yiyang
Antalis is a global leading brand in art paper with 250 years’ history. Deeply rooted in the Chinese market for 20 years, it always insists on quality products in art and print field. With the development of electronic technology, paper as a traditional medium faces new challenges. In Chinese Internet environment, how to use design to shape brand personality and draw the prospective consumers' attention and their memory?
Problem Statement and Project Solution
In the internet age, time slips through fingers. Time is invisible. Paper making is the art of time. Paper can record the traces of time. As to designers，paper is the carrier of inspiration and work experience. Therefore, we decided to use paper to raise people's awareness of time, and present the character of paper in art exhibition. Let’s see time through fonts, and see the value through paper.
创作过程 & 结果呈现
Creation Process & Result
From the work portfolio of a design company in 20 years，we chose 12 sets of fonts，and redesigned a new set. Fonts are applied in paper. A fragment is the sample and also the product. It shows the charm through color, character and craft and increase the satisfaction of consumers. Paper is the most beautiful art. We organized immersion art exhibitions and expand the time meaning of paper. The fragments are gathered into a space of time, evoking people's thinking about time.
More than 50 media reported the project. Wechat account and Weibo gained about 1 million attention and good comments on product. The calendar won 16 domestic and overseas awards. The exhibition promoted the exposure of paper. After using the calender, people showed the fragments on social media,thus spontaneously generated secondary transmission. We successfully created good communications between the brand and consumers, and effectively increase brand awareness. Let us understand the meaning of time and appreciate the time.