INFO

HUXI 乎兮



ART DIRECTOR: Guang Yu / Nod Young
DESIGNER:  Wen Di / Hu Wen
YEAR: 2022
CLIENT: Aimer Group
The design process of HUXI is like an unknown and beautiful journey. The word unknown refers to the uncertainty of purpose, while beautiful means the unexpected surprises that appear in the process of exploration. In our opinion, it is exactly the unknown purpose that leads to such surprising and beautiful results.

HUXI seems more like a technology brand than a clothing brand. Even in our eyes, HUXI is firstly a technology brand before being a clothing brand. Through so many years of efforts, HUXI has given play to the quality of a thread to the limit by weaving it into three-dimensional clothing that elastic, supportive, warm and skin-friendly. This is not only the art of technology but another breakthrough in human imagination. Previous experience has lost its purpose in front of the new innovative ideas. We just started our design of HUXI in such a state.

“Threads are woven into dreams”. HUXI’s brand image begins with weaving the most original threads into dreamlike surfaces through changes. In our view, HUXI’s brand vision restores the course of evolution from fabric to clothing, from a thread, to a piece of cloth and finally a piece of beautiful clothing. First of all, HUXI’s logo is presented two different forms, loose and tight. The two forms are used to describe the freer and more close-fitting product quality, and embody HUXI visually. In addition, there is a rich pattern recognition system parallel to HUXI’s logo recognition. The basic elements of the pattern system come from the “threads” in the logo. The angle, gray scale and position of lines in the logo are changed to form the surface texture of fabric and create abundant color relationships. It gives us a flowing and pleasant visual experience of weaving threads into dreams, completing the transition from the purest to the richest. This is a perfect integration of technology and art, which forms the unique visual identity of HUXI.

We spent much time thinking about how to define a thread in the design process. We believed that there must be extraordinary possibilities contained in the most basic elements. Ultimately, we decided to give this thread freedom and let it stretch, grow and dance as a free running girl, inspiration flashing quickly and a slowly unfolding dream web. This is exactly HUXI’s new understanding of clothing.

乎兮的设计过程,像一段未知且美好的旅程。未知,是目的的不确定性;美好,是在探寻过程中获得的意外惊喜。在我们看来,正是有了未知的目的,才收获了这份令人惊喜的美好。

乎兮,是服装品牌,更是科技品牌。甚至,在我们看来,乎兮先是科技品牌,再是服装品牌。乎兮,通过数年的努力,将一根线的特质发挥到极限,织成立体的、富有弹性与支撑的、温润亲肤的服装。这是科技的艺术,更是人类想象力的又一次突破。在极具创新的新观念面前,从前的经验变得无所适从,我们正是在这样的状态下开始了乎兮的设计之旅。

“线织成梦”,乎兮的品牌形象始于最原始的线,通过变化结成梦幻般的表面。在我们看来,乎兮的品牌视觉正是还原了从织物到服装的演化过程,从一根线,到一块布,到一件美丽的衣服。首先,乎兮的标识,具有松与紧的两种不同形态,用以描述更自由与更贴身的产品特质,同时也是给了乎兮(呼吸)更为具体化的视觉呈现。此外,平行于乎兮标识识别的是一套丰富的图案识别系统。图案系统的基本元素源自于乎兮标识中的“线”,通过改变线的角度、灰度、位置来形成织物般的表面肌理,并赋予丰富的色彩关系,产生流动愉悦的视觉感受——将线织成梦,完成从最单纯到最丰富的过渡,将科技与艺术完美融合,从而形成乎兮品牌特有的视觉识别。

在设计过程中,我们用大量时间去思考如何定义一根线,我们认定在这个最基本的元素中,一定蕴藏着极为不寻常的可能性。最终,我们寻找到的方法是给这条线以自由,让它伸展、生长、舞动,像自由奔跑的女孩,像飞速闪过的灵感,像慢慢展开的梦网,而这正是乎兮呈现出的对服装的全新理解。


注:仅为设计效果展示,并非最终销售产品


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