Communication

Gujin Rebranding

Extra Form

Country	China
Year	2023
Award	WINNER
Client	Shanghai Gujin Underwear Group Co., Ltd.
Affiliation	Process Brand Evolution Co., Ltd.
Designer	Tori Hsiao Pei Wu, Amber Ching Min Chiu, Xiaoyin Wang, Lainey Xu
Description(English)	Gujin Underwear, a Chinese Time-honored Brand recognized by the ministry of commerce, was established at 1936. The brand's philosophy is "Protected Comfort" which emphasizes not only simple comfort but also the health of women's breasts. The Logo presents abstract lines that blend the elegant and free body shape of women. By using the expandable logo design as the foundation, extracts letter elements, recombines and changes them into rich graphical styles, with letter elements aggregated, scattered, or surrounded by dynamic expressions without limitation. We hopes that every woman can explore a better life with a free and relaxed body.
Description(Native)	古今内衣是经商务部认证的 “中华老字号”，创立的起源可追溯至1936年。古今是中国第一个专注于女性内衣领域的品牌。自20世纪90年代以来已成为中国最著名的内衣品牌，但如何在极具竞争力的当今市场中保持品牌相关性和成功是当今面临的紧迫挑战。专业手工制作的文胸包含复杂的工艺，并应该在支撑、保护、美观和舒适之间取得平衡。为了与那些强调无钢圈文胸的新兴竞争对手们区别开来。经过全面研究，我们重新定义品牌的核心理念 --- “健康化的舒适” --- 表达出古今不仅是单纯追求简单的舒适感，古今更重视女性胸部的健康，一款专业的内衣应该做到支撑、保护、美观与舒适性的平衡。品牌Tagline “ Protected Comfort 受保护的舒适” ，简洁有力地向消费者阐述了品牌浓缩的品牌理念。 品牌形象的设计灵感来源于古今对女性身体的保护，将女性自由舒展的优美身体形态融合抽象化的线条呈现于Logo上。围绕品牌舒展的Logo造型，提取字母元素，重组变化出丰富的图形样式，字母元素或聚合或散落或环绕，不受限的灵动表现形式，让其成为古今最有记忆点的视觉元素。生活最佳的状态就是舒展，身体的舒展带来灵魂的自由。古今希望每一女性都能重视自己的身体、保护自己的身体，以自由而舒展的身体形态与放松的灵魂状态，探索更多生活的美好。
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