C-LOONG
Winner
Excellent Communications Design
Event
Credits
Company / Customer
Details
In 2024, the Chinese lunar calendar celebrates the Year of the Dragon, revered for its cultural significance as a symbol of strength, wisdom, and good luck. China Duty Free Group (CDFG) leverages this symbolism to enhance its high-end image and market competitiveness through strategic promotions. Inspired by ancient jadeite and bronze dragons, "C-LOONG" incorporates elements from the Hongshan culture's C-shaped dragon and the Zhou Dynasty's elegant S-shaped curve. Reflecting the vitality of Tang Dynasty dragon heads, "C-LOONG" merges traditional culture with contemporary fashion, blending style and humanistic charm while honouring tradition.
The Jury‘s Statement
The IP image design blends traditional Chinese symbolism with modern style, utilizing cultural elements to create a strong visual identity. »C-LOONG« impresses with its successful fusion of history and contemporary aesthetics, lending the event an extraordinary appeal.
