Memu 序
XIAOFENG  JIANG
    About Me

Professional
     Rox Suv
     Jinyi Cinema
     Top Sports
     Campari
     Monad One
     Lee Kum Kee
     Tdat
     Tomorrow
     Absolut Warriors
     Andrada
     Mizone
     Infinite Fliggy

Academic 破
     Babylonia
     Beyond The Veil
     Nanyin Typeface
      Nanyin Posters      
     Consumerism
     Hybridization
     Frog Typeface
     Fan Typeface
     Back To Earth








JINYI CINEMA
(2017~2023, Shanghai)

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

Jinyi is a major player in China's media landscape, with a vast chain of over 300 cinemas. We were commissioned to develop a new, unified visual language for the brand, focusing on three critical areas: the cinema lobby signboard, the movie poster system, and product packaging.

In the world of cinema, movie posters are the primary visual touchpoint, yet they often blend. To break the mould, we created a unique visual signature: a flexible poster system inspired by the theatre projector beam. The defining triangular shapes are a direct physical metaphor for "Precious Moments." This immersive branding strategy means that wherever audiences look, they are surrounded by a cohesive identity that makes the cinema experience unforgettable.

A tricky fact about the cinema business is that a significant portion of its revenue comes from popcorn sales. This makes packaging design especially critical—it must not only align with the overall brand identity but also be visually appealing and attention-grabbing.

With this in mind, we developed a grid system derived from the logo’s form, along with a series of versatile patterns. By combining these elements in various ways, we created a dynamic decorative system that conveys a lively and entertaining atmosphere.