Brand background
“柔炻 ROCK STONE”位于北京，是一家主打美墨餐品，精酿啤酒，中高端融合美式餐吧，为新时代的中青年打造专属社交、信息交换的沟通场所。 柔炻就是柔软的石头，坚强的外表柔软的内心，步入职场后有责任有憧憬的年轻人久经磨炼已经拥有一层坚硬的外表来保护自己，“柔炻 ROCK STONE”的品牌诉求是为中青年人群提供精神交流的场所，解决时下社会情绪化消费的痛点之一，根据其核心理念“敬你我，漫生活”，将品牌视觉拟物化，石头代指形色各异的人们，时而散落时而聚集，而交集的碰撞便是基础社交的行为，精神交流的状态。
"ROCK STONE" is located in Beijing and specializes in American-Mexican cuisine, craft beer, and a mid-high-end fusion American-style bar. It is designed as an exclusive social and information exchange hub for the new generation of young adults. "ROCK STONE" means "soft stone," signifying a strong exterior and a soft interior. Young individuals who have taken on responsibilities and aspirations in their careers have developed a tough exterior to protect themselves. The brand message of " ROCK STONE" is to provide a space for spiritual communication for the younger generation, addressing one of the pain points of contemporary society - emotional consumption. Following its core philosophy of "Respect Yourself, Enjoy Life," the brand's visual identity personifies the concept by using stones to represent people of various personalities, at times scattered and at times gathered. The collision of these interactions is the foundation of social behavior and spiritual communication.
Visual Presentation
搭建 “柔炻 ROCK STONE”的视觉，是完全祛几何化的，将无机的图形夸张表现，以朴实的拙感体现艺术化，尽可能脱离软件制作的“现代感”。使其更自然，更具有图形艺术的形式美。自然状态下的事物是脱离二次工业的产物，所以牛皮纸材质是品牌质感的首选材质，突破传统美式餐吧的刻板复古，将东亚文化中的对称平衡置于平面版式风格中，使其理性、层次、实感。
The visual design of "ROCK STONE" is completely de-geometrized, exaggerating inorganic shapes to express an artful, unrefined sensibility, striving to distance itself as much as possible from the "modern" aesthetic produced by software. This approach aims to make it more natural and imbue it with the beauty of graphic art. Objects in their natural state are products of escaping secondary industry, which is why craft paper material is the preferred choice for the brand's texture. It breaks away from the conventional retro aesthetics of American-style bars and incorporates the symmetrical balance from East Asian culture into its flat design style, resulting in a rational, layered, and tactile aesthetic.
