Overview
This 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.
Problem & Process
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.
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.
Site photos and line illustrations
Identity
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 Tickets
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 — Vitality
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.
4 × 9 in · 220gsm pearlescent paper · custom die-cut · 30,000
2023 — A warm garden scene
Pairs hand-drawn illustration with traditional Chinese architecture, carrying New Year wishes through a warm garden scene.
4 × 8.8 in · 200gsm pearlescent paper · custom die-cut · 80,000
Annual Passes
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
Pass 15.9 × 8.9 in · card 3.37 × 2.13 in · 400 sets
2023
Slipcase 8.5 × 8.5 in · circular ticket 8.07 in · card 3.37 × 2.13 in · 400 sets
2024
Pass 8.1 × 10 in · single ticket 7.1 × 3 in · card 3.37 × 2.13 in · 400 sets
