For our Chinese client Xi Gua 喜瓜, an online shopping platform, we created a logo. We turned this logo into different facial expressions and Chinese zodiac animals. The two Chinese characters 喜瓜 literally mean something like ‘happy melon’. We stylized them and built a type logo in a diamond shape. The two small stripes in the first character can be written as dots too.
While working on the new identity we explored several directions and while sketching a few Chinese zodiac animals floated to the surface. These animals play a big role in China's daily life. The entire Xi Gua team fell head over heels in love with these sketches, so we made all 12 of them. Every employee can choose one character to have on their business card.