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JINYI CINEMA
(2017~2023, Shanghai)

Client:
Jinyi Cenima
Agency:
Tomorrow
Service:
Re-Branding
Lead-Designer:
Xiaofeng Jiang
Project Manager:
Annie Tang
Art Director: 
Albert Rader

Jinyi, one of the largest media groups, which owns more than 300 cinemas in China. We were commissioned to redesign a visual system for it, which required addressing three challenges: Logo signboard, movie poster, and packaging.

Movie posters as the most important visual application of cinema brand, it all look the same. To establish an ownable visual style, we drew inspiration from the theatre projector light and created a flexible movie poster system. These triangle shapes also recall the brand concept: "precious moment". When audiences are surrounded by it, they will never forget which cinema they are in.

A tricky fact is that the movie Cinema earns money from popcorn, which means the packaging design of the product should not only be a continuation of the brand image but also be exquisite and eye-catching. Therefore, we designed a grid system based on the logo shape and developed diverse patterns. Through different combinations, a decoration system has been created with a strong entertainment atmosphere.