一水同舟

One River One Dream

CLIENT : 一水同舟龍舟文化協會 The Dragon Boat Association of Chepi
PROJECT SERVICE : Visual Identity and Product Design

每逢端午，龍舟競渡是廣州市車陂村的傳統民俗活動。車陂村龍舟文化至今已有150多年，包括起龍、采青、賽龍、招景、酬神、藏龍、散龍等和吃龍舟飯、龍舟餅等傳統習俗。如今村內有12個龍船會，近50艘龍舟。最老的一艘，是武功蘇龍船會的「東坡號」，至今仍能參與龍舟賽事，是廣州最老也保存最好的龍舟之一。

2018「尚天河」文化季之「一水同舟·全情共享」國際龍舟文化節，通過「車陂文化+公益+旅遊+環保+時尚文創」的跨界交融方式，以「好玩，好食，好有情」的龍舟文化主題，將車陂打造成2018廣州最具影響力的文化潮流地標。「一水同舟」中的「一水」，即珠江水。 「同舟」，即同舟共濟之精神。作為歷史文化豐富的古村，車陂以龍舟文化、宗祠文化等為特色，將傳統文化學堂變成優秀家風講堂，將龍舟文化交流打造成國際交流平台。

我們接受一水同舟龍舟文化協會的委託，為其設計一套揉合傳統與年輕化的視覺系統，包括了商標以及一系列應用物品。我們基於「東坡號」的龍頭作為商標的原形，創造出一條手拿船槳的龍，寓意乘風破浪，力爭上游的奮發精神。

Dragon boat racing is one of the most traditional folk activities of Chepi in Guangzhou during the Duanwu Festival. The dragon boat culture of Chepi has been more than 150 years, including refloating the Dragon boat, picking the Wealthy Lettuce, Dragon boat racing, Dragon boat interaction, Celebration of God, sinking the Dragon boat, spreading lucky, the Dragon boat meal, Dragon boat cakes, and other traditional customs. There are 12 associations and nearly 50 Dragon boats in Chepi today. The Dongpo boat of the Wugongsu Dragon boat club is one of the oldest and best preserved dragon boats in Guangzhou, which can still attend the race.

As a part of the Fashionable TianHe 2018 cultural season, based on the theme Funny, Yummy, Emotive, the One Water One Dream, Sharing Together International Dragon Boat Cultural Festival is aimed at making Chepi as one of the most influential cultural landmark in Guangzhou city. One Water means the Pearl River water, and One Dream stands for the spirit of sharing their good and bad together. As an ancient village with rich history and culture, Chepi takes the dragon boat culture and ancestral hall culture as its core value, turns the traditional culture school into the excellent family tradition lecture hall, and builds up an international cultural communication platform.

We accepted the commission from The Dragon Boat Association of Chepi to create a visual identity system that combines tradition and youth, including a logo and a series of derivative items. Based on the dragon head of Dongpo boat, we created a dragon holding a paddle, which means braving the wind and the waves, striving for the best.