Museum of Chinese
Food-Binding Culture

Branding 

A branding system designed for the Museum of Chinese Foot-binding Culture is used to introduce the ancient Chinese custom of foot-binding to the Western world audience. Showing this cruel past culture is meant to spread awareness of unrealistic beauty standards and to encourage people to break all forms of oppressive norms. Extruding typography bound in abstract geometrical shapes is echoes the result of foot-binding: a shrinkage of women’s feet into 3 inches for men’s sexual desire. The whole branding system includes a poster, brochure and social media post design.