The Wild
This is a brand design for a new luxury resort, built on top of Huangbai mountain in Hunan Province. The aim of this project is to combine traditional Chinese aesthetic with Western simplicity into branding design. The design team extracted the rich characteristics of animals and plants in Huangbai mountain and designed a crane shape logo using traditional Chinese painting technique, the feather of cranes had been simplified into a design pattern. This basic pattern can form all kinds of animals and plants（which exist in the mountain), and made all the design elements looks harmonious.
The Wild Corporate Identity by Chao Xu was identified as a grand example of communication design by the A' Design Awards. The Wild Corporate Identity won the Iron A' Design Award in Graphics, Illustration and Visual Communication Design in 2020. The A' Graphics, Illustration and Visual Communication Design Award is an international, meritocratic, just and fair design competition that celebrates outstanding design of logos, posters, infographics, brochures, packaging designs, business cards, book covers, billboards and more.
