At the end of 2022, the Chinese mainland scrapped all control measures such as covid testing and digital itinerary codes, officially subjecting all people to the risk of covid infections. Therefore, many people had to stop working to take rest or go home to care for the elderly, with massive challenges threatening everyone's immunity. Faced with multiple pressures on health, life, and the economy, a strong body and a strong heart were what people needed most.
With the Chinese New Year around the corner, all companies were preparing gifts and visual demos for the Year of the Rabbit, and what we wanted to provide was a gift that led everyone to believe they could become stronger and more confident in the new year.
As 2023 is the traditional Chinese "Year of the Black Rabbit", we have designed a sturdy black human-shaped rabbit character, combining the human silhouette with the Chinese character for "rabbit". It extends the "muscular style" in Chinese and English by perfectly integrating the muscle lines with the serifs and corners of the character, thus demonstrating the connotation of "Rabbit" STRONG - similarly pronounced as Too Strong in Chinese.