INFO

官栈 Guan Zhan



ART DIRECTOR: Nod Young / Guang Yu
DESIGNER: Wang Xiaoshuai / Hu Wen
YEAR: 2021
CLIENT: 官栈 GuanZhan
In China, the care of ingredients and the nourishment of the body has always been a top demand in the food culture since ancient times. Through high technology, modern people can enjoy rare ingredients in a more convenient, affordable and healthy way. GuanZhan is a leading brand in bringing premium ingredients into modern life.

GuanZhan is a brand of Chinese tonic products with a history of nearly two decades and a good user reputation. The significance of its rebranding is to find a more appropriate brand image, establish a high-end, stable and unique visual identity system, enhance the consumer experience and translate the high-end tonic into a refined aesthetic that is more in line with modern lifestyles.

In the design of GuanZhan, we have always been concerned with the connection between tradition and modernity. We have retained the structure of the modern typeface, while adding the beauty of traditional calligraphy and exaggerating some details to give the logo a majestic and stable appearance. This design language will also be used for other aspects, from the logo, layout to packaging, where the intersection of tradition and modernity is always present. In the design of the pattern, we use the dark blue of the ocean and a continuous semi-circle to create an image of the waves, inspired from a photograph that was shown to us as representative of the spirit of the brand: a vast sea, simple fishermen, a smile and the sun rising in the distance.
在中国,食材的讲究和身体的滋养,一直是饮食文化中的顶级需求,这个习惯从古至今从未改变。在今天,通过技术优化和科技升级,现代人能以更便捷、更实惠、更健康的方式享受到优质的珍稀食材,而官栈,就是把海洋深处顶级滋补食材带入现代生活的领军者。

官栈是一个拥有近二十年历史和良好用户口碑的中式滋补品牌,其品牌升级的意义,在于寻找更得当的品牌形象,以及通过完整的品牌设计建立起高端的、稳定的、独特的视觉体系,提升消费者使用体验,将高端滋补的命题转译为更加符合现代生活方式的精致美学。

在官栈的品牌设计中,我们始终关注着传统与现代之间的关联。我们保留了现代字体的结构,同时增加传统书法的美感,并在局部细节进行适度夸张的处理,让官栈的标识呈现出威严与稳定。这种设计语言也将延伸到官栈品牌设计的不同介质中,从标识设计、版面布局到产品包装形态,传统与现代的交叉共融是始终并存的。在品牌装饰图案设计中,我们提取了海洋的深蓝色,用连续的半圆勾勒出富有现代感的绵延海浪,这个意象来自于一张官栈曾向我们展示的、能代表品牌精神的照片:浩瀚的大海,朴素的渔民,洒脱的笑容和远方正冉冉升起的朝阳。


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