JADECELADON
JADECELADON, the brand known in Chinese as「翡翠青瓷」(Feicui Qingci), is founded by the artist Ho Chih-Lung. Having lived for many years in the secluded Taiyuan Valley of Taitung, he is dedicated to reviving the ancient art of wood-fired celadon using natural ash glazing techniques—a tradition dating back two thousand years, where earthenware was fully glazed and fired. To achieve this ambitious goal, he has endured immense hardship and effort, ultimately earning recognition and acclaim from many experts and collectors.For this project, our design focus was to delve into the artist’s background, the ancient wood-firing techniques, and the cultural significance of celadon. Based on this foundation, we developed a comprehensive plan involving concept development, copywriting, and photography, aiming to capture and convey the rare and invaluable artistic essence of his work.
DESIGN ITEMS
┃ BRAND ┃ LOGO ┃ COLOR ┃ TYPOGRAPHY ┃ GRAPHICS ┃ DOCUMENT ┃
┃ PHOTOGRAPHY ┃ CATALOG ┃ WEBSITE ┃
LOGO DESIGN
JADECELADON, known as 翡翠青瓷 in Chinese, and artist Ho Chih-Lung focus on preserving the ancient craft of natural wood-fired pottery, dedicated to reviving the traditional culture of fully glazing earthenware. Therefore, when designing the logo, we placed special emphasis on the crucial concepts of “fire watching” and “airflow” in this craft, reflecting the unique artistic value of the fully glazed technique. We incorporated these concepts to create 16 different logo designs for the client to choose from. Each logo highlights a slightly different focus and meaning, which will contribute to a unique visual atmosphere for the future identity system.
STANDARD COLOR
The uniqueness of JADECELADON lies in the distinctive luster of its works, which differs from the earthy tones typical of most wood-fired ceramics and the common sky blue of traditional blue-and-white porcelain. Therefore, for the brand’s standard color, we specially selected a teal peacock blue (PANTONE 7467 C).
This color symbolizes the elegance and excellence of JADECELADON and conveys the idea of “blue surpassing the source.” We integrated this standard color into the logo and typography, laying a solid foundation for the future identity system.
TYPOGRAPHY DESIGN
We finalized one logo and designed a custom hand-drawn typeface for it to achieve the best visual harmony.
CREATIVE GRAPHICS
In the creative graphic design process, we skillfully utilized five bottle shapes of JADECELADON Jade Celadon to create five totem designs. These were presented as elegant patterns through a continuous square arrangement.
DOCUMENT DESIGN
Ultimately, we combined the logo, standard colors, typography, and creative graphics into a unified identity system. This system will be applied to business cards, envelopes, invitation cards, banners, catalogs, and websites. The design aims to highlight the cultural heritage of JADECELADON Jade Celadon, enhancing the brand’s consistency and professionalism, allowing consumers to deeply appreciate the cultural connotations and artistic value the brand represents.
PHOTOGRAPHY
In our photography work, we captured the tremendous effort and unwavering spirit of artist He Zhilong during his creative process. The photos of JADECELADON Jade Celadon artworks showcase their exquisite craftsmanship and unique charm. The ultimate goal of these photographs is to present the historical significance of JADECELADON Jade Celadon and to integrate it within the context of ceramic art. Finally, we applied these photos along with the identity system design to the catalog and website.
CATALOG DESIGN
In the design of the JADECELADON Jade Celadon catalog, we dedicated ourselves to an in-depth understanding and study of the artist’s background and the history of celadon. We planned and organized the content in a logical sequence, while collecting relevant photographs and literature to support the artistic value of the works. This design aims to provide readers with a comprehensive understanding of the important position and artistic achievements of He Zhilong’s JADECELADON Jade Celadon works in the history of ceramics.
WEBSITE DESIGN
We incorporated photographs, the logo, standard colors, standard fonts, and creative graphics into the website design. These elements will infuse JADECELADON Jade Celadon’s website with a unique brand style and character, showcasing the brand’s professionalism and artistic value.
