nomadnowhere 品牌设计

nomadnowhere是一个集合中国游牧区少数民族美学表达的生活方式买手品牌，旨在为生活在城市中的游牧民族后代们创造一个精神归所，同时为热爱游牧文化的人们呈现另一种生活方式的故事。


在设计中，为了兼容中国西藏、新疆、内蒙三大游牧区域的文化特征，同时尊重各自的独特性，dEdE聚焦于这些地区共同的游牧之根源——游牧动物。通过提取并抽象化马、牦牛、驯鹿等游牧动物的蹄部形状及驯鹿的尾巴形状，将其应用在了组成nomadnowhere的字体设计中，群体集体向前的动作也呼应了游牧民族“逐水草而居”的生活方式。


在海报上方画面中，牧民与游牧动物们保持向前行进的动作，与下方画面中行走的logo一一对应着，徐徐向前。

nomadnowhere Brand Identity

nomadnowhere is a lifestyle and retail brand bringing together cultural and aesthetic expressions from China’s nomadic regions. It hopes to create a sense of spiritual belonging for descendants of nomadic communities living in cities, while sharing stories of another way of life with those drawn to nomadic culture.


To embrace the cultural characteristics of Tibet, Xinjiang and Inner Mongolia while respecting their differences, dEdE turned to something more fundamental that these nomadic cultures share: animals that migrate alongside people.


Forms derived from the hooves of horses, yaks and reindeer, as well as the tail of the reindeer, were extracted and abstracted into the custom lettering of “nomadnowhere”. The letters appear to move collectively forward, echoing the nomadic rhythm of following water and pasture.


In the poster series, herders and animals continue this forward movement across the upper half of the image, corresponding with the walking wordmark below. People, animals and letters move slowly in the same direction, allowing the idea of migration to become not only a graphic reference, but a visual behaviour.




DA dEdEworks
AD JINGYA LIU
TD JINGYA LIU
D JINGYA LIU
C nomadnowhere