Yu Yuan Garden: Cultural Identity and Visual Design System
Project TypeIndependent Commissioned Project
Dimensions:Variable
LocationNanjing, China
Year2022-2024
My RoleBrand Identity, Structural Design, Illustration, Print Production
Software and techniques usedSoftware: Adobe Illustrator, Adobe Photoshop, InDesign
Techniques: Visual Identity System Design, Layout Design, Print Production, Illustration Integration
Project DescriptionThis project brings together my design work for Yuyuan Garden, one of the largest traditional Chinese gardens in Nanjing, from 2022 to 2024. It includes Lunar New Year annual passes, souvenir products, event posters, and a visual identity system. Each year's pass reinterprets traditional motifs with a new color palette and layout, while the identity keeps the work consistent across years.
Brand Design/Visual System DesignDesign Problem
Yuyuan Garden didn't have a unified visual identity, so the main challenge was creating one that respected its history but still felt modern. The system also had to change with a new theme each year and work across printed materials like tickets, posters, and souvenirs.
Design Process
I started with research and sketches to understand the garden's architecture and cultural context. From there, I designed a brand and logo to unify its promotional and cultural products. Each year's pass was built around a different architectural form, with color and materials adjusted for the annual theme while keeping the system consistent.
Site photos and my line illustrations
Brand Identity Design
I started by designing a primary logo to unify all promotional materials. Its square form is based on traditional Chinese seals, which are closely tied to poetry and culture in China.
Yuyuan Garden is known for its water and rockeries, so my goal was to keep traditional elements while giving the logo a modern feel.
The shape in the lower left resembles the Chinese character 山 (mountain), while the rippling lines suggest 水 (water), adding movement to the overall structure.
New Year Ticket Design
With the identity in place, I designed a special admission ticket for Chinese New Year each year. Every edition has its own theme and style, but all of them draw on the garden's architecture, and each uses a custom die-cut shape based on the garden's layout.
2022 New Year Ticket Design
The 2022 ticket combines the idea of vitality with the traditional garden, using holographic details to give it a fresh, youthful feel that appeals to Gen Z visitors.
Size: 4 × 9 in | Material: 220gsm pearlescent paper | Die-cut: Custom | Quantity: 30,000
2023 New Year Ticket Design
The 2023 ticket pairs hand-drawn illustration with traditional Chinese architecture, carrying New Year wishes through a warm garden scene.
Size: 4 × 8.8 in | Material: 200gsm pearlescent paper | Die-cut: Custom | Quantity: 80,000
Annual Pass Design
I also designed the garden's annual passes from 2022 to 2024. Made as gifts for members and produced in limited runs of 400 sets per year, each pass combines the garden introduction, discount coupons, admission ticket, and membership card in one piece, turning a practical item into a keepsake.
2022 Annual Pass for Yu Yuan Garden
Pass: 15.9 × 8.9 in | Card: 3.37 × 2.13 in | Quantity: 400 sets
2023 Annual Pass for Yu Yuan Garden
Slipcase: 8.5 × 8.5 in | Circular ticket: 8.07 in diameter | Card: 3.37 × 2.13 in | Quantity: 400 sets
2024 Annual Pass for Yu Yuan Garden
Pass: 8.1 × 10 in | Single ticket: 7.1 × 3 in | Card: 3.37 × 2.13 in | Quantity: 400 sets