Visual Identity,Signage System
Art Designer:
Du Lei
Designers:
Du Lei,Hu Haoran,Feng Jiali,Xixi
Year:
2022
TUTU Group (Thailand) operates hospitals, biotech, finance, and catering. We designed its master visual system and brand identities for MASSAGE, BAKERY, and CAFE in China with a “micro-Thai” approach: retaining Thai visual DNA while adapting globally.
The logo turns “TUTU” into a scale and a smile, balancing Thai products with Chinese habits and conveying sincere service. Its form draws from Thai script and serif strokes.For handcrafted brands, a pair of Thai hands appears in different gestures per segment, reflecting Buddhist essence and attentive care.Colors follow Thailand’s “no cool tones”—even indigo and dark green feel warm under sunlight. Thai architectural repetition also infuses both brand and spatial design.
每个人眼中的泰国各有不同，图图眼中的泰国是暖调、热情而舒缓的——密林深海、烈日霓虹，或是细雨清风。这份热爱被她带回国内，融入品牌实践。
TUTU（图图）是来自泰国的跨国集团，业务覆盖公共医院、生物科技、金融贸易及餐饮服务。我们为其打造顶层视觉系统，并负责国内MASSAGE、BAKERY、CAFE三大业态的品牌形象。设计上提出“微泰式”理念：保留泰国视觉基因，以现代商业语言适配国际化布局。
LOGO将“TUTU”拆解为天秤与笑脸，象征泰式产品与中式习惯的平衡，以及真诚热情的服务态度，图形依托泰文字体结构与衬线笔画构建。针对手作品牌，以“一双泰国的手”为贯穿元素，用不同手势区分业态，传递南传佛教神韵与细致服务。色彩沿用泰国“无冷色”特质—即便靛蓝、墨绿，在阳光映衬下温暖明亮，品牌与空间均依此配合。泰式建筑的阵列手法亦融入品牌基因，空间如此，品牌亦然。