Background
The Italian fashion brand - REPLAY enters the Chinese market. They need to redesign a brand identity which is suitable for the Chinese market but retains the essence of the Italian brand. For the Chinese market, I designed the brand identity and the Tmall online shop.
My Role
- Art Direction
- Identity Design
- Web design
- Graphic Design
The Challenge
- Seeking guidance on English and Chinese font selections and pairings going forward.
- Summarizing a representative style board for different styles of product lines.
My method to create brand identity
Due to there are many different product lines in different styles, I generalized 5 branding DNAs.
From all my design options, every visual language is designed base on 3 of the brand DNA. By using this method, the identity could present the diversity of REPLAY.
From all my design options, every visual language is designed base on 3 of the brand DNA. By using this method, the identity could present the diversity of REPLAY.
In the end, client
chose the design option combines these 3 brand visual languages
- Classic
-
Innovative
- High quality
Style boards
Type selection
Didot is a classic font for presenting elegant fashion style.
After multiple rounds of secondary type selections, we landed on Frutiger is a humanist sans-serif typeface, to present the contemporary feeling. Frutiger intended to be clear and highly legible at a distance or at small text sizes.
Tmall online shop design
Application Design
