Today Happiness: A Fusion of Tradition and Innovation

Chinese Culture Meets Modern Design in Award-Winning Brand

The brand's design is inspired by the traditional Chinese culture of Xi, a concept that celebrates life's most important events. Today Happiness seeks to reinterpret this ancient culture for the modern world, creating a brand that is both rooted in tradition and forward-thinking. The brand's mission is to promote a positive, open-minded approach to life, encapsulated in their motto: "life everywhere happy".

What sets Today Happiness apart is its unique interpretation of the "Xi" culture. The brand proposes that "everything should be celebrated and everything should be happy", a philosophy that is reflected in their product range. The brand uses a variety of mediums, including video, music, and digital experiences, to bring traditional culture to life in new and exciting ways.

Today Happiness is not just a brand, but a social media ecosystem. The brand's sales channel operates on some of China's largest social media platforms, providing a seamless and cost-effective user experience. The brand's theme song, a collaboration between Cantonese opera and hip-hop artists, is a testament to the brand's innovative approach to cultural fusion.

The brand's design draws on elements of ancient Chinese culture, from color and architecture to human life. The primary color is a traditional Chinese festive red, contrasted with a trendy blue, symbolizing both the brand's respect for tradition and its youthful vitality. The brand's graphics feature a symmetrical structure of "Xi", further reinforcing the brand's connection to traditional Chinese culture.

Despite the challenges of launching a new brand in a market saturated with cross-border and new brands, Today Happiness has managed to carve out a unique niche for itself. By leveraging traditional Chinese culture in a contemporary context, the brand has successfully reached a young audience, proving that tradition and innovation can coexist harmoniously.

In conclusion, Today Happiness is a testament to the power of design to bridge the gap between tradition and innovation. The brand's success demonstrates that with creativity and a deep understanding of cultural heritage, it is possible to create a brand that is both deeply rooted in tradition and thoroughly modern. The Silver A' Design Award is a well-deserved recognition of the brand's innovative approach to design and its commitment to promoting a positive, open-minded approach to life.