DESIGN: Brand Visual Design
DATE: October 2018
DatongXuan was founded by Shutong Li in 1913, which now takes the stationery creativity that inherits the culture as the route of brand development. A big challenge in this project was that the refinement and modernization of spiritual symbols that are founder’s influences and impression in people’s influences and impression in people’s mind. I spent a lot of time understanding Shutong Li’s life and the brand background, and thinking about how to convey the brand spirit. It was the only time-honored brand with cultural heritage.
大同轩品牌是李叔同（弘一法师）创建于1913年的文化品牌，它也是仅存的目前国内的一个老字号文化品牌。现在由年轻一代传承人来独立运营与策划发起，重新定位这个品牌的发展方向（slogan: Tradition is in the future.）客户Tess想新的大同轩品牌形象可以既有传统的文化感觉，又可以展现出符合当代人审美的视觉特征。经过与Tess在设计方向与思路上进行了较多沟通与讨论后，确定以一种稍复古但不失现代审美的视觉为设计执行方向。「真心应物，不生分别」在视觉意境上，想可以抓住「真」「象征本质」「觉醒」这三个关键词的品牌情感表达。