Xi Gen
Category:
Brand Identity
Client:
Xi Gen
Year:
2025
Art Director:
Yiyang Li
Designer:
Yiyang Li
Xi Gen focuses on selling various heritage crafts. Because of the randomness inherent in handcrafting, each product becomes unique in the hands of artisans and their tools. I repeatedly copied an open-source Chinese typeface 100 times, and the characters were randomly stained by the printer’s ink. This process endowed the originally digital typeface with materiality and randomness like handcrafts and thus forming the brand’s logo. On the packaging, the structure is deliberately exposed to impart a handcrafted feel. The brand’s dynamics also respond to the idea of “Generate”: the transmission of these techniques is by no means mere replication, but rather a process of change and growth occur during transmission.