ZEGL
兹格
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Represent Chinese leading jewelry brand with dynamic, versatile and attractive visual image.ZEGL is a leading brand in China's fast fashion jewelry industry. The company desires to establish a youth-friendly, personalized and contemporary brand image by reshaping its visual identity.By analyzing and summarizing the brand attributes, we have extracted the design concept of “points, lines and planes”. In particular, jewelry is composed of points and lines, while the body of the wearer serves as the plane. Through the dressing-up of jewelry items in different forms, that is, the collocation and combination of points, lines and planes, the personal styles are shaped.
The design demonstrates the concept of “points, lines and planes" throughout the overall brand image building. The points are represented in the monograph composed of ZG letters for a more diversified brand identity. The lines go with ZEGL, which turns into the visual expression of brand refinement and collocation. The application of points and lines on different planes, that is, the varied collocation and combination of points and lines on the brand’s materials and media, shapes the brand's unique visual style.In terms of visual communication, the design gets rid of the conventionally static brand presence and showcases the brand with a motion style based on the characteristics of online communication, thus to create a dynamic, versatile and attractive visual image for the brand. As for material application, the design focuses on the innovation in such key aspects as simplicity, eco-friendliness and recycling, so as to endow the brand’s fast fashion attribute with more positive and responsible humanistic values.The overall brand building, through the unique creativity of "points, lines and planes" and the dynamic expression of multiple changes, presents for ZEGL a contemporary new brand image featuring youth-friendliness and fascination.
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Zegl是中国快时尚首饰行业的头部品牌。为了更好的塑造其年轻，个性，当代的品牌形象。设计通过对品牌特质的分析和总结，提炼出了“点线面”的创意，首饰皆以点和线的形式构成，而作为佩戴人的身体即是面，通过不同首饰的装点，及点线面的搭配和组合，塑造了个人的风格时尚。
设计将此“点线面”的概念延续到了品牌形象的塑造种，点的语言形成了由ZG组成的超级符号，线的语言形成了由ZEGL组成的排列线条，在不同的面，即物料媒介上进行搭配和组合，形成了品牌独树一帜的视觉风尚。在视觉传达上，设计打破了传统品牌静态的传达，契合线上品牌的传播特质，以创新的动态视觉进行演绎，塑造了多变的，有趣的品牌视觉传达。在物料应用上，设计着重于简约，环保及再利用等属性进行物料设计和制作，赋予了品牌更积极，更有责任感的人文价值。
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