Base is a Singaporean brand redefining Chinese religious goods with a modern yet culturally rooted identity. Inspired by Chinese knotting, the logo weaves tradition and contemporary design, subtly incorporating the letter B. Repetitive patterns symbolize generational continuity, while a refined black, red, and gold palette reflects spirituality and prosperity. Through cohesive branding and thoughtful packaging, Base ensures tradition remains relevant for future generations.
Created by Lance Francisco
Honored with the A' Design Award.
Lance Francisco is an art director and designer based in Shanghai with 10 years of experience under his belt. His career started in the Philippines and it eventually lead him to Shanghai. Lance’s exposure to various multinational and global accounts has honed his skills in providing his clients creative and successful 360 marketing solutions. He has created campaigns for numerous notable brands such as Pepsi, Snickers, Castrol, Greenpeace, Bose, and Netflix, which have been recognized in international award shows like The One Show, Clio, Spikes Asia, AdStars, and Effies APAC. He has also won two major international young creative competitions. He won a Cannes Young Lions competition hosted in partnership with Google in 2017, winning over 100+ entries across the globe. And because of that, he was chosen by Google as their Cannes Young Lion representative for film in the same year. And in 2019, as a representative of the Philippines, his team won bronze in the Cannes Young Lions digital competition - besting over 47 of the top tier young creative teams around the world. His work is a testament to his ability to transform brands and inspire global audiences through visionary creativity.
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