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.

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