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檬太奇 Lemontage
This is a brand with chewing gum as its core business. The Chinese name of the brand is 檬太奇 and its English counterpart is Lemontage.
The creation of the brand is articulated through the dissection of the text of the brand name, making the text more unique, forming Chinese characters, Chinese radicals, Arabic numerals and punctuation, seeking the aesthetics of an unreadable text while at the same time fitting Lemontage's own brand connotation, which also allows for the same number of characters in English and Chinese.
At the visual level, the relationship between the brand logo and the graphic is blurred by the dissected text, even in the absence of the brand name on the front of many Printed products and product packaging, deliberately reinforcing the dissected text and weakening the brand name, making it the absolutely dominant core visual. This also creates curiosity and associations for the consumer, while the brand name on the side of the product packaging is an answer to the consumer's question.

这是以口香糖为核心业务的品牌,品牌中文名是檬太奇,与之相对应的英文名是Lemontage。
品牌创作通过对品牌名称的重构来阐述品牌,将文字本身特征化,形成了汉字、偏旁部首、阿拉伯数字与标点,在寻求不可读文字的美感的同时,契合了檬太奇自身的品牌意涵,也均衡了中英文字符的数量。
在视觉层级上,透过重构后的文字模糊了品牌标志与衍生图形之间的关系,甚至在诸多应用以及产品包装的正面并没有出现品牌名称,刻意强化重构后的文字,弱化品牌名称,使其成为绝对主导的核心视觉。这也使消费者产生了好奇与联想,而产品包装侧面的品牌名称则是对消费者的提问作出的回答。
檬太奇 Lemontage
184
2k
3
Published:

檬太奇 Lemontage

184
2k
3
Published: