XIANJIAN is a young and chain new Chinese-style tea brand.
In terms of brand image, we draw inspiration from the Song Dynasty aesthetics, taking its highly representative "Auspicious Cranes" as the entry point, and abstractly transform it into a logo graphic. These seemingly random and undecorated few strokes actually lead to the core concept of the brand - being leisurely like a wild crane, and searching for the same frequency resonance with the modern young group.
In terms of design language, the scattered and orderly text arrangement composed of serif fonts creates a poetic picture, and skillfully balances the differences between the Song Dynasty aesthetics and modern tea culture.
闲吉，是一家年轻化连锁国风新茶饮品牌。
在品牌形象方面，我们从宋朝美学中汲取灵感，以其极具代表性的“瑞鹤图”为切入点，将其抽象转化为标识图形。这看似随性且未经雕琢的寥寥几笔，实则引出了品牌的核心理念——闲适仿若野鹤，寻觅与现代年轻群体的同频共振。在设计语言上，由衬线体构成的错落有致的文案排布，营造出富有诗意的画面，巧妙地平衡了宋朝美学与现代茶文化之间的差异。
闲云伴鹤，敬东方茶韵。
Client: 上海闲吉茶事品牌管理有限公司
Art Director & Designer: 行行珂
Art Director & Designer: 行行珂
calligrapher: 阿空
Studio: 铜雀东南CopperBird STUDIO
Year: 2023
©上海闲吉茶事品牌管理有限公司
XIANJIAN is a young and chain new Chinese-style tea brand.
In terms of brand image, we draw inspiration from the Song Dynasty aesthetics, taking its highly representative "Auspicious Cranes" as the entry point, and abstractly transform it into a logo graphic. These seemingly random and undecorated few strokes actually lead to the core concept of the brand - being leisurely like a wild crane, and searching for the same frequency resonance with the modern young group.
In terms of design language, the scattered and orderly text arrangement composed of serif fonts creates a poetic picture, and skillfully balances the differences between the Song Dynasty aesthetics and modern tea culture.
闲吉，是一家年轻化连锁国风新茶饮品牌。
在品牌形象方面，我们从宋朝美学中汲取灵感，以其极具代表性的“瑞鹤图”为切入点，将其抽象转化为标识图形。这看似随性且未经雕琢的寥寥几笔，实则引出了品牌的核心理念——闲适仿若野鹤，寻觅与现代年轻群体的同频共振。在设计语言上，由衬线体构成的错落有致的文案排布，营造出富有诗意的画面，巧妙地平衡了宋朝美学与现代茶文化之间的差异。
闲云伴鹤，敬东方茶韵。
Client: 上海闲吉茶事品牌管理有限公司
Art Director & Designer: 行行珂
Art Director & Designer: 行行珂
calligrapher: 阿空
Studio: 铜雀东南CopperBird STUDIO
Year: 2023
©上海闲吉茶事品牌管理有限公司
