When Lin Lin, co-founder of the Chinese design consultancy Jellymon says something, people usually listen. Her tiny frame conceals a ebullient personality and creative energy that has propelled Jellymon's unique graphic branding vocabulary into an insider's language of what's fun and cool in youth-oriented China.
At this year's Beijing Design Week, Lin Lin took over five rooms in a DashilarHutong to present her latest creative projects to the public—accessories and furniture, a new food endeavor and a sneaker branding concept.
Triple X Ohhh! Sauce from Jellymon's Spoonfull of Sugar Cafe
GFG is a personal project from Lin Lin that is an exercise of her passion for product design. The debut collection includes a range of accessories, furniture and tableware. I love the punchout DIY nipple tassles (after the jump) that are packaged in a beautifully designed paper envelope, perfect for gifting. A small group of linked, overlapping "Top Me" rings are an obvious nod to Vivienne Westwood's Knuckledusters but display a delicacy and femininity in the details.
A furniture concept of two dining tables under a sub-brand OTB (Open the Box). The prototypes have storage, hidden by brushed metal tops, for condiments or tableware. The tableware itself, under the name SheEats, is also designed by Lin Lin. It's a huge leap to transition from communication to product design and Lin Lin has tenaciously pursued her passion.
As Lin Lin tells it, design is just a "spoonful of sugar" for many of life's daily necessities. Working with Beijing fine dining chef Max Levy's Okra Works, Jellymon is opening A Spoonfull of Sugar, a cafe and retail space in the 798 Arts District in a matter of weeks. To celebrate, the crew has created a limited run of food products for Beijing Design Week featuring local ingredients and the signature Jellymon branding—equal parts fun and cheeky.
Spoonfull of Sugar Condiments on an A-Frame Shelving Unit designed by Lin Lin
Product names like Baby Got Back (confit baby apricots), Triple X Ohhh! Sauce and Notorious F.I.G spread, shouldn't distract you from the considered local and high quality ingredients. A cafe popup serving Sichuan Peppercorn Coffee and Ginger Lattes compliments the customized Jian Bing (egg crepe) cart parked outside serving up homemade sausages and sauces in the Jellymon spin of this traditional Beijing streetfood.
Chef Max Levy and the Jian Bing Cart
On the flipside, the team presented a branding concept for the nostalgic Warrior Brand, a popular sneaker for school children. Taking inspiration from the water calligraphy practice that is a staple in Beijing's public parks, Jellymon applied the phrase Shua Ye, slang for "paint the night," in reflective ink across the shoes. The project connects a sentimental youth culture with a Chinese heritage brand with a bit of irreverance.
After a sudden Beijing-style downpour and an unexpected dust storm on Thursday, Beijing Design Week has opened to the public under clear blue skies. Stay tuned from more from Beijing!