Bluff City Chinese

The primary challenge was to create an identity that honored archival history without feeling distant or static. The brand needed to reflect generational memory and cultural specificity while still feeling current, dynamic, and relevant to modern audiences. Additionally, the identity had to support a wide range of applications—from film promotion to community engagement—without losing its emotional grounding or visual cohesion.

Tenderfruit developed a visual identity that bridges past and present through color, texture, and composition. The color palette draws from culturally significant tones of red, gold, and green, rendered in warm hues that evoke a Memphis summer sunset. Textural elements reference archival materials—photo albums, aged paper, and vintage frames—reinforcing the film’s relationship to memory and history. Together, these elements create an identity that feels both reflective and alive, supporting the film’s storytelling while honoring the community it represents.