Yu Yuan Garden: Cultural Identity and Visual Design System
Project TypeIndependent Commissioned Project
My RoleBrand Identity, Structural Design, Illustration, Print Production
LocationNanjing, China
Year2022-2024
Software and techniques usedSoftware: Adobe Illustrator, Adobe Photoshop, InDesign
Techniques: Visual Identity System Design, Layout Design, Print Production, Illustration Integration
Project DescriptionThis project features a series of design works for Yu Yuan Garden, one of the largest traditional Chinese gardens in Nanjing. It includes the creation of Lunar New Year-themed annual passes, souvenir products, event posters, and a visual identity system.
The goal was to connect the garden’s classical charm with contemporary cultural expression, blending festive symbolism, local craftsmanship, and modern visual storytelling to celebrate renewal and community. Each year’s design reinterprets traditional motifs through a fresh color palette and layout system, reflecting the evolving cultural spirit of Yu Yuan.
Brand Design/Visual System DesignTarget Audience
While deeply rooted in the garden's profound Qing Dynasty heritage, the design is strategically evolved to capture the imagination of a younger, trend-conscious demographic. It delicately balances this modern vibrancy with the classical elegance valued by traditional audiences, creating a cross-generational bridge that revitalizes the landmark's identity for a new era. By weaving historical narratives into contemporary visual forms, the new identity transforms the garden into a dynamic cultural hub where the appreciation of the past and the excitement of the future seamlessly coexist.
Design Problem
The primary challenge was to establish a unified visual identity for Yu Yuan Garden, a cultural landmark lacking a cohesive brand despite diverse visitation. The solution required a delicate equilibrium between honoring rich historical traditions and introducing a modern aesthetic for contemporary audiences. Crucially, the system needed flexibility to accommodate evolving annual themes while maintaining a consistent visual language. Beyond aesthetics, the project demanded rigorous attention to practical execution, ensuring designs were production-ready for various printed collateral and souvenirs.
Design Process
Before starting, I conducted extensive research and created sketches to gain a deeper understanding of the garden’s architectural features and cultural context. Based on this foundation, I designed a dedicated brand and logo for Yu Yuan Garden to unify its promotional and cultural products. Each year’s ticket design was then developed around architectural forms to create variation and depth. Color and material choices were carefully refined to reflect the annual theme while preserving continuity across the entire visual system.
Brand Identity Design
To ensure visual consistency for Yu Yuan Garden, I began by designing a primary logo to serve as the unifying element across all promotional materials. For its form, I adopted a square shape reminiscent of traditional Chinese seals. This choice is inspired by the association of seals with Chinese poetry and culture, aiming to establish a connection between the garden's architectural structures and local history.
Considering that the prominent features of Yu Yuan Garden's landscape consist of water and rockeries, my primary goal in logo design was to preserve traditional elements while infusing a sense of modernity.
The shape resembling the Chinese character “山” (mountain) is depicted in the lower left corner, while the water ripples suggest the “水”（water） element in the garden, adding dynamics to the overall structure.
Annual Pass Design
Following the establishment of the visual identity system, the design language was applied to tangible promotional materials, specifically the Annual Pass series (2022-2024). Designed as exclusive gifts for members, these passes are fully produced in limited editions of 400 copies per year. The unique structure physically integrates the garden's introduction, discount coupons, admission ticket, and membership card into a single, cohesive unit, transforming a functional item into a collectible keepsake.
2022 Annual Pass for Yu Yuan Garden （Quantity: 400 pieces ）
2023 Annual Pass for Yu Yuan Garden （Quantity: 400 pieces ）
2024 Annual Pass for Yu Yuan Garden （Quantity: 400 pieces ）
New Year Ticket Design
Synchronized with the Annual Pass system, I also designed a special edition admission ticket specifically for the Chinese New Year. While each year introduces a fresh theme and visual style to celebrate the festival, the core design philosophy remains strictly consistent with the garden's architectural identity. Fully produced and implemented, these tickets utilize irregular die-cut structures to physically echo the garden's unique layout, creating a tactile connection between the printed artifact and the spatial experience of Yu Yuan.
2022 New Year Ticket Design
The 2022 ticket design merges the concept of “vitality” with traditional gardens, incorporating popular laser elements to create a youthful and trendy vibe, capturing the attention of the younger “Z” generation.
Size: 4 inches * 9 inches —- Material: 220g pearl paper —- Cutting method: Irregular shape —- Quantity: 30,000 pieces
The ticket has an irregular die-cut structure, allowing it to be reused as a decorative item in a scrapbook or as a bookmark after use.
2023 New Year Ticket Design
The 2023 ticket design blends modern hand-drawn illustrations with traditional Chinese architectural styles, conveying New Year wishes through graceful scenery. The overall style is warm and inviting.
Size: 4 inches * 8.8 inches —— Material: 200g pearl paper —-Cutting method: Irregular shape —-Quantity: 80,000 pieces
Continuing the structural logic of the previous year, the 2023 ticket employs the same irregular die-cut design to preserve visual unity.
Impact
The new branding system established a unified visual language for Yu Yuan Garden, strengthening its cultural identity and modern appeal. The project not only improved public recognition and consistency across printed and promotional materials but also inspired ongoing annual updates under the same cohesive system. It bridged tradition and innovation, making the garden’s image more engaging to both local residents and younger audiences.