Branding Identity/ Illustration
This is a conceptual project inspired by CLOUD GATE’s 2015 dance performance “Rice” by introducing a new visual identity.
The performance depicts the lifecycle of rice through dance, honoring the farmers and landscapes that are vital to Taiwanese life and cuisine.
I developed three core illustrations for the brand system, each reflecting a key chapter—Ground, Harvest, and Pollen II, that depict stages of the rice lifecycle.
Through hand-drawn strokes of different weights and flows, the visuals capture choreographic movements, translating them into rhythm, energy, and form.
1. Spread - Billboard
Concept: Seedlings swaying with the wind, forming a grand green wave.
2. Wave - Poster, flyer
It’s the look of the dropping full rice upon harvest. Before harvesting, the rice grains are in a beautiful golden color.
3. Pollinate - Ticket
It’s the copulation phase of mature rice blooming, from the initial shy meeting of male and female to the final union, with bodies intertwined throughout.