C & F 's Tradition 几味

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" Health Eating , new tradition " C & F ' s Tradition embraces the idea of keeping the habit of comprehending " origin " in the context of tradition culture, while exploring the " unknown ". With this in mind, SANYI Lab has sorte out an concept exclusively for C & F ' s Tradition to deliver a power of reliability composure that is different from other medicated diets brands .

" Tradition - oriented but challenging tradition." We decided to use traditional Chinese characters as the key elements to communicate this persona. Chinese character and traditional medicated diets seem to always be interlaced beautifully. However, the heaviness and heritage of Chinese character gives out an impression of inflexibility.

How to let these Chinese characters show a new kind of temperament ? How to refine the brand image in order to both keep its traditional characteristics and show a refreshing perception of medicated diets ? With these questions,we explored " YI JING " as it's the foundation of medicated diets and We picked two basic elements - " Tai Ji " & " Ba Gua " and simplified them to reconstruct these complex into basic strokes that can create an exclusive font vividly and relaxed. This is now the breakingthrough visual image of C & F ' s Tradition.For color system, we chose the " five colors of five elements " as the concept : gold (gold), wood (green), water (silver), fire (red), earth (yellow). Instead of the traditional approach which is usually strong and straightforward, we let the medicated diets not only be a part of ancient culture, but become a ongoing inheritance with the power of reliability composure.

“ 凡膳皆药 · 食之深味 ”，|几味|主旨保持对传统文化 “ 本源 ” 领会的习惯，也具有对其“未省”的知新与探究。三一创意实验室梳理出一种专属于|几味|的理念，不同于传统的药膳品牌，而是展露一种安定力量的新传统药膳品牌。

既传统，又破传统，从这个角度出发我们确定以汉字为元素，汉字仿佛本就与药膳互为一体，但苍劲厚重的汉字也让药膳有着挥之不去的古板、陈旧烙印。如何让汉字表现出另一种气质？如何重新定义即保留传统又能展现药膳的新视觉感受？

我们从药膳的本源“易经”开始探索，从易经八卦中提炼出太极与卦两种基础元素，并将其极致简化，组合成汉字的基本笔画，用简单的元素重组平满复杂的汉字，从而创造出生动松弛的“几味”式专属字体，也表现出 | 几味 | 突破传统的全新视觉形象。色彩系统以 “ 五行五色 ” 为概念：金（金）、木（绿）、水（银）、火（红）、土（土黄）。摒弃传统浓郁直白的方式，让药膳不只是古老的文化，也成为新的安定力量和传承。