Moyun, Beijing

The universal language

A set of emojis extend the current identity of the Beijing Institute of Fashion Technology, BIFT in China to appeal and engage with a broader global audience. The name Moyun means dancing ink. It was created to inspire the way the emojis look and references fashion drawings and Chinese ink calligraphy. A Moyun gift box welcomes students, professors and guests to universal language. The gift box contains a video booklet, a sketchbook, a t-shirt and a set of emoji stickers. The film brings the Moyun characters to life. Selected Moyun emotions inspire the BIFT fashion collections and are also used on the website to announce news. Moyun is used in chats.

Strategy
Naming
Branding
Print
Packaging
Digital