Hanfu: Clothing of Ancient China

Hanfu is an immersive museum exhibit that explores clothing through ancient China. The museum campaign contains a title wall for the museum, two rooms, two external advertisements, a publication, and a zine that serve as take-home content. The designs emulate the light and airy fabric of Hanfu. The printed take-home pieces provide additional content to the museum by exploring different fabrics used for Hanfu and giving a tutorial on how to tie Hanfu.

Our goal for this museum was to showcase Hanfu in a modern aesthetic. Hanfu was banned in China during the last dynasty, the Qing Dynasty. In recent years, there has been a resurgence and growing interest in this ancient, but beautiful clothing. With the revival of Hanfu and the primary audience being youth, we wanted our branding to have a fresh, modern appeal.

A unique quality of Hanfu is the movement and flow of the materials. We kept this in mind when making design decisions, so that we established a light, airy aesthetic. We pulled inspiration from the movement of cloth, flowing water, and ink on paper. Our color palette consists of soft, spring pastels. Our typography mimics the brush strokes of traditional Chinese characters.