Day-off

CONTENTCONTENTBrand Concept1.1 Introduction

1.2 Research

1.3 Resolution

Visual Identity2.1 Logotype

2.2 Typeface

2.3 Colour Scheme

2.4 Grids

2.5 Key Visual

2.6 Icons

2.7 Secondary Graphic

2.8 Pattern

Promotion Items3.1 Newspaper

3.2 Leaflet

3.3 Website

3.4 Mobile Application

01

03

06

08

11

12

13

17

19

21

23

25

28

32

42

BRAND CONCEPT

brand concept dayoff. com

1 | Introduction

The starting point of choosing ‘day-off’ as a brand name comes from 2008, when three more traditional festivals in China became public holidays, with citizens getting days off for these festivals. But since, previously, young people didn’t have time off to celebrate these festivals, any knowledge and skills have eluded them, so they gravitate towards novelty goods consumption, which are bombarded by advertising.

DAY-OFF TM is a brand that brings traditional festivals to people who overlook their real significance. A clear and modern communication method makes the audience feel in tune with our core values.

INTANGIBLEHERITAGE

COLLECTIVEMEMORY

NATIONAL

MODERN NOSTALGIA

PRIDE

1.1 Introduction

Introduction | 2

WHAT’S ON provides worldwide calendar of festivals and their customs from dayoff.com, along with its mobile application, allows people to keep track on local festival events, witness traditional spectacular performances and share happy moments with their peers.

Besides authentic festival experience, WHAT’S ON encourages people to explore the diversity of the world festivals. They can get more insider guides and inspiration for this platform to enjoy exotic festival culture when they travel for holidays.

WHAT’S IN offers detailed instruction of traditional festival ritual in an engaging way. Subjects range from food making to craft work to performance art, which all sounds old-fashioned and sniffed at by youngsters. It gives people clear instructions of how to practice traditional ritual at these festivals. Provide more detailed festival culture to people, encouraging them to participate in all areas of festival activities. Make young people feel proud of their cultural heritage.


3 | Research

Wine or liquor

Health products

Fruits

Pre-packed gift boxes or hampers

Local products

Culture-related products

Gifts which have a special meaning or something that their friends or relatives actually need

46%

14%

11%

49%

16%

57%

43%

SSIC (Social Survey Institute of China), the survey was conducted in more than 10 cities in China, including Beijing, Shanghai, Guangzhou, Shenzhen, Chongqing, Zhengzhou, Nanjing, Wuhan, Changsha, Shenyang, Harbin and Shijiazhuang. A total of 2,000 respondents participated through telephone interviews or questionnaires.

a. Festival gift preference

1.2 Research

Primary Research

| 4Research | 4

10% 19% 63%8%

“ The Spring Festival has become simpler and less complicated ”

“ The Spring Festival is now no different from the Labour Day or National Day holidays ”

“ It is just an excuse to spend money ”

“ The Spring Festival has become tasteless and lacks tradition ”

40%HOME

Traditionally, family members spend their time together preparing the Chinese New Year’s Eve dinner, regarded as the most important dinner in the year. However, increased affluence over the years has given people a reason to dine out, which is slowly becoming the trend.

b. Percentage of Chinese dining out on Chinese New Year’s Eve dinner

c. Opinions on the Spring Festival from Chinese young people

RESTURANT


5 | Research

Secondary Research

d. Festival ritual type

Festival Food Crafts Activities

Lantern Festival Yuanxiao Rabbit Lantern Guess lantern riddlesYangge Dance

Dragon Boat Festival Rice dumpling Realgar wine

Perfume pouch Dragon Boat Race

Tomb Sweeping Day Cold food Animal shape kites Sweep the tombs; Fly kites; Spring Outing;Play on a swing

Mid Autumn Festival Moon Cake Enjoy moon Lion Dance

As some of the traditional festival rituals have been unhinged from their origins and meaning, the cultural content of festivals is in the process of changing. Numerous aspects of ritual and ritualistic proceedings are ingrained in the fabric of our societies. We should be aware when the real meaning of the festival has been traded for commercial profit.

Resolution | 6

Brand Platform

1.3 Resolution

Visual LanguageBlur

instruction leaflet

APP

Notebook

Calendar

Image Key Visual

PrimaryResearch

Touch Point

Content Interactive

SecondaryResearch Website

Newspaper

Postcard

Personal Experience

VISUAL IDENTITY

Logotype | 8

2.1 Logotype

Typeface Helvetica Neue Condensed Bold Shade move right & downwards 1/12Gap 1:6

visual identity dayoff. com

9 | Logotype

Logotype | 10

LOGO TYPEtaglinepromotion material purpose

Typeface Helvetica Neue Condensed Bold Proportion of Logotype and Tagline 8:5 Promotion Material Purpose Helvetica CY Proportion 24:15:4

Month.Dateyear


11 | Logotype

Logotype | 12

TM

TM


13 | Grids

7

10

5

7.5

21

33

20

29

14 34

2.4 Grids

iphone

15.5 ”

Grids | 14

7:10


Month.Dateyearwebsite / email

Instruction Steps Line 1Instruction Steps Line 2Instruction Steps Line 3

Instruction Steps Line 1Instruction Steps Line 2Instruction Steps Line 3

Instruction


15 | Grids


1:1literature

7 columns with baseline

Gutter 4mm

Grids | 16

2 columns

3 columns


17 | Key visual

Motion blur distance 190 angle 30

Motion blur Layer1 distance 190 angle 90 Layer2 distance 190 angle 180

2.5 Key Visual

Key visual | 18

Gaussian Blurdistance 190 angle 30

Gaussian Blur Radius Pixels 20Add noise Uniform Amount 10%Monochromatic


19 | Icons

2.6 Icons

Icons | 20

World Map Festival Date

North West

SummerSpring Autumn Winter

North East

South West South East


21 | Secondary graphic

Character

w:12.5 mmh: 17.5 mm

w:13.5 mmh: 15 mm

tallest widest

2.7 Secondary graphic

Object

w:12.5 mmh: 17.5 mmoffset: 0.5 mm

w:13.5 mmh: 15 mmoffset: 0.5 mm

tallest widest

Secondary graphic | 22

Gesture


23 | Secondary graphic

Pattern

2

4

1

3

Secondary graphic | 24

PROMOTION ITEMS

promotion items dayoff. com

25 | Newspaper

For each specific festival, Day-off issues relevant theme newspaper, which gives readers a comprehensive understanding of traditional festivals.

Old-fashioned content meets old-fashioned approach. Getting ride of traditional newspaper design, which is too official and serious. With big typography and blurred pictures, the layout of the newspaper turns out less complicated. That makes the ensemble contemporary while the texture of newsprint gives the modern design work a sense of nostalgia.

3.1 Newspaper

FREE

Newspaper | 26

Spread

Scale: 289 x 380mm Margin: 15mm


27 | Newspaper

Content

Scale: 289 x 380mm Margin: 30mm

Instruction leaflet | 28

3.2 Instruction Leaflet

Instruction leaflets include craft works and performance art, which are important parts of festival celebrations. Along with the step-by-step instructions, the leaflet introduces the festival element from different points of view, and the information of events throughout the festival is on the back side of the leaflet. People can download these leaflets online, which are foldable and in a portable size.


29 | Instruction leaflet

Scale: 414 x 294 mm Single box: 69 x 98 mm

Date

Category icon

Festival introduction

Website

Logotype

Front

Instruction leaflet | 30

Back

Logotype

Category icon

Time

Venue

Contact info


31 | Instruction leaflet

Fold

a

a

a b

a

b

Date

Logotype

Website | 32

Structure

3.3 Website

WHAT’S ON?

WHAT’SIN?

Home Page

DAYOFF TM

search by geography

search by calendar

share

download

print

world festival

festival calendar

cuisine

UpcomingEvents

FestivalsRituals

craft

performance


33 | Website

home page

Website | 34

information page


35 | Website

home page

Website | 36

information page


37 | Website

Instruction page

Website | 38


39 | Website

Website | 40

download page


41 | Mobile application

How moblie application improves festival experience:

3.4 Mobile Application

shoot customize

Personal Experience

print

post

Postcard

Calendar

Podcast

Map

Mobile application | 42






Search for upcoming festival


Search for nearby venue



Podcast in App Store


Podcast in mobile

Today in China, the real significance of traditional festivals has been downplayed by commercial propaganda. Many traditional festivals have lost their original meaning. As an historical and civilised country with a long history, the abundant number of festivals is an integral part of the cultural landscape. Each festival has its own historical origin, legend and enjoyment. They reflect a nation’s traditional habits and morality.

As a result of the pace of economic development in China, current society is reaching a state of flux in which the mindset of Chinese consumers is more and more divided between the rigid principles acquired in past eras of deprivation, and aspirations to novelty inspired by Western models.

In some instances, the festivals have been commercialised to such an extent that young people no longer know the significance of each festival, viewing them as just another holiday or chance to increase their material possessions. Now is a good time to draw their attention to traditional culture and its continuing importance in countering the impact of our over-branded commercial world. This project is an attempt to address this issue.

Beginning in 2005, the government began to plan for the rediscovery of three traditional holidays. In 2008, for the first time in the People’s Republic of China, the Dragon Boat Festival (Duanwu) was celebrated, not only as a festival but as a public holiday as well. That is the impetus for this project.

Enjoy your day-off

Day-off

Documents

spring festival

traditional festivals

detailed festival culture

festival gift preference1

exotic festival culture

local festival events

authentic festival experience

areas of festival activities