Shanghai Tofu
Visual identity 2017 Corporate Design for the Chinese-inspired slow-fashion and accessory label Shanghai Tofu. The style of the pieces is shaped by Chinese and French elements and creates a tongue-in-cheek twist between western and Far Eastern culture. The logotype consists of a custom-designed “pseudo-asian“ typeface which plays with clichés and visual habits of what looks “asian“ to us. The typeface is a result of cropping and cutting fragments out of Chinese glyphs which got mashed up to new letters and finally got "latinized" to achieve a subtle asian look. Every piece of the collection is numbered like a Chinese take-away menu, so the numbers are a fix part of the identity.