Hong Shi Ban Farmer’s Market 红石板农贸市场

红石板农贸市场是杭州老城区的一间传统老菜场,希望能吸引年轻群体光顾菜市场。2018年夏季进行了重新改造——从空间到形象设计,红石板农贸市场的形象就是为这次改造而重新设计的。

新形象以中文字作为主要的视觉识别,它即承担了“功能”也是主要的“形式语言”。我们只是打散文字原有的秩序和设置阅读上的障碍来获得一种新鲜的阅读逻辑和视觉体验。
中文字是象形文字,每个字都具有自己的含义,这和西文需要多个字母组成一个单词不大一样。中文的组合像是点状构成,西文是线状的,点和线构成的文字游戏类似于诗的韵律,形成一个有趣的系统。
阅读上带来的障碍感和多重性是设计上我们特别强调的。

Hong Shi Ban Farmer’s Market is a traditional farmer’s market in the old town of Hangzhou. The aim of the project hoping to attract young groups to patronize the market. It was revamped in the summer of 2018——from space to branding design, and the branding of the Hong Shi Ban Farmer’s Market was redesigned for this transformation. 

The new image takes the Chinese word as the main visual recognition, it assumes the "function" is also the main "formal language". We just scatter the original order of the text and set up reading barriers to get a fresh reading logic and visual experience.
Chinese characters are hieroglyphics, each word has its own meaning, which is not the same as the English need multiple letters to form a word.The combination of Chinese is like a dot-shaped composition, the western language is linear, the point and line composed of the word game is similar to the rhyme of poetry, forming an interesting system.
The sense of handicap and multiplicity that comes with reading is something we particularly emphasize in design.









Client: H-CHANGE GROUP Design team: Mei Shuzhi / Ren Qianqian / Meng Ge / Wu Yanying / Wu Xiaoyan 2018