Type Director : Adonian Chen
Producer : Ire Tsui
Graphic Design : Ting-An Ho, Ruopu Li
Motion Design: Ting-An Ho, Ruopu Li
Filming : Ting-An Ho
Soundtrack : MAEL
Marketing Consultant : Jaded Lin
Digital Marketing : Trigger Co., Ltd.
During the initial meetings, through core brand analysis, we gained several insights. Although the " Zansyu Font " typeface draws inspiration from Hong Kong street signs, its design methodology is not a mere imitation. Instead, it incorporates the sharp and solid style of the Wei stele, characterized by a powerful yet clean and sharp design. As a result, we derived the brand story "Originating from the city, rooted in tradition," and the brand vision of "A new era of traditional Chinese calligraphy fonts." This spirit of rebirth and continuous iteration became the driving force behind the identity design.
Every stroke in Zansyu Font emphasizes the three stages of brushwork: the initial touch, the movement, and the finish. This approach simulates authentic calligraphy under different angles and pressures. Even when scaled up or down, the font retains its natural thickness and fluidity. Subtle curves and tapered stroke endings, especially in horizontal, diagonal, and vertical strokes, preserve the hand-drawn feel without compromising readability.
The font conveys a “traditional × modern” mood. Brush textures evoke the warmth and authenticity of handwriting, while clean character shapes and balanced proportions provide contemporary sophistication. Whether applied to illustrations, headings, or brand identity, Zansyu Font generates a subtle, refined, and distinctive visual presence.
Zansyu Font is designed to be highly versatile. It works seamlessly for headlines, posters, book layouts, and digital interfaces. In larger sizes, its brushwork and fine details can be fully appreciated, while at smaller sizes, the structure remains stable and clear. This balance makes it suitable for both expressive and functional design applications.