J E CAI (London/Shanghai), 2021
The London based designer combines systematic formulations with erratic expression through an exploration into the modern paradox, where conformity and individuality coexist. The brands structure is build upon the idea of creating limitless iterations with its collection of various base layers and multiple components. A structure, inspired by the film „Powers of Ten“, defined by system (1), base layer (10), component (100) and extra component (1000) is the underlying concept for each individual product code. Defined spaces, typographic codes, a complex logo and monogram create a fitting identity of the brand, that explores the relationship between conflict, chaos and order.
Identity
