XIAOFENG JIANG
About Me
Professional
Moirair
(2023, London-Shanghai)
Client:
Moirair
Agency:
Typography Alchemist
Service:
Branding
Moirair
Agency:
Typography Alchemist
Service:
Branding
Lead-Designer:
Xiaofeng Jiang
Assistant Designer:
Xuyang Hu
Qiurui Rao
Zeyuan Ruo
Lynsee Zhang
Motion design:
Qiurui Rao
Xiaofeng Jiang
Assistant Designer:
Xuyang Hu
Qiurui Rao
Zeyuan Ruo
Lynsee Zhang
Motion design:
Qiurui Rao
Moirair is a therapeutic fragrance designed for mid-career professional women in metropolitan areas. The brand name combines the Greek word "Morii," meaning the fleeting nature of beauty, with "Air." The brand’s core concept is to evoke personal memories and transform the atmosphere around the user through scents derived from native plants around the world—creating a sensation of transcending time and space, thereby alleviating stress from work and daily life.
We were commissioned to design a complete brand identity and packaging system for Moirair, encompassing both brand storytelling and the construction of a visual system. To embody the brand’s essence of "the fleeting moment," we conducted a series of visual experiments using the initial letter "M" to simulate the visual language of "wind." Ultimately, we deconstructed the "M" and utilized Processing to generate a series of supporting graphics composed of fluid, dynamic "M" forms. These graphics served as the foundation for building the entire visual system.
We were commissioned to design a complete brand identity and packaging system for Moirair, encompassing both brand storytelling and the construction of a visual system. To embody the brand’s essence of "the fleeting moment," we conducted a series of visual experiments using the initial letter "M" to simulate the visual language of "wind." Ultimately, we deconstructed the "M" and utilized Processing to generate a series of supporting graphics composed of fluid, dynamic "M" forms. These graphics served as the foundation for building the entire visual system.