Project Overview

With female protagonists, this figure illustration series fully presents the relaxed posture of confident females by combining female figures and other elements to express the new feminism.

Organisation

Guangzhou Manzhi Biotechnology Co., Ltd.

Project Brief

With females and various kinds of flowers as the visual core, this illustration series aims to proudly depict the relaxed posture of females. Constituting the image with simple brushwork and bright color blocks instead of figurative sketches, the focus of the illustrations has shifted from the face to the confident and relaxed female posture, which encourages Chinese females to find their true self and promotes gender equality in society.

Project Innovation/Need

This illustration series uncovers another characteristic of the female figure -confidence. With that as the visual core, the series emphasizes the influence of women's independence on their overall mental outlook and puts personality into every sub-pattern, echoing the shift of the new Pop-feminism focus on self-empowerment, confidence, and resilience.

Design Challenge

Chinese women still have to deal with sexual bias from various aspects of society in work and life. The challenge of this series is to highlight the self-confidence of women with a simple style rather than the traditional feminist illustration style. Focused on women’s self-personality, this series shows the unique personality of the characters and conveys the brand concept of health in both mind and body.

Effectiveness

Applied to various products of this brand as a way to express herself, this series encourages women to be brave, authentic and independent breaking social stereotypes, which has already gained lots of praise from the target group.