China Airlines Inflight Magazine

China Airlines is owned by Taiwan-based China Airlines Group. Their core values are “Cultural Creativity, Technology, Environmental Protection, Passion, and Trust” and pursue the cultural creativity prowess and lifestyle aesthetics of Taiwan.

The interior of their planes, design of their lounges, staff uniforms and so on designed with the theme of Asian aesthetics, especially focus on Song dynasty -- one of the imperial dynasties of China. This dynasty had a fast development in art. The design of inflight magazines aims to show the elegant and plain aesthetics of the Song Dynasty and also China Airlines. I applied the aesthetics of the Song Dynasty on the cover design and icon design as well.

I developed two sets of cover for their inflight magazines -- Home Delivery, Sky Boutique and Dynasty for the pitching. The design is inspiring from the costume design in the Song Dynasty. A beizi (褙子) is an item of traditional Chinese, which is derived from banbi during the Song Dynasty. It has a parallel-collar (對襟) with side slits beginning at the armpit or the waist.

On the cover design of Delivery and Sky Boutique, the shapes with one side rounded corner are referring from the feature of parallel-collar. The other set of cover design is referring to the shape of its sleeves. The cover design of Dynasty is referring to the inner shirt.