Jingye Yao


















   

Chinese Square Dancing


Medium: Branding | Packaging | Publication
Year: 2019It’s a packaging about Chinese Square Dancing, containing CD album, booklet, scarf, stickers. It continued the traditional Chinese retro style, aimed to seek a balance between square dance culture and popular culture. Square dancing is a common open-air sport across China, with most of the participants “Da Ma” (middle-aged or elderly women). It is very popular and has become a unique urban mass culture in China.

Because of the distinctive features of the square dance (colorful clothes、cheerful tunes、large-scale...), there exists a conflict between the square dance culture and the mainstream culture (youthful、fashion...). So I want to seek a balance between square dance culture and popular culture, designing the characteristic package for Chinese “Da Ma”, which can eliminate the prejudice of the younger generation and spread Chinese culture to the world as well.










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