Branding - The Things

項目背景：

THE things （重要的小事）是壹家是壹個主張用無添加的健康果汁品牌。

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Project Background:
THE things (important little things) is a healthy juice brand that advocates using no additives.

解決方案：

THE things 的中文名字叫做“重要的小事”，這個名字的解釋是“壹件小事，但很重要”或者“它很重要，但可能是壹件小事情”。我們認為“壹封帶有親筆簽名的信”很符合它的品牌形象標誌的設計理念，因為寫信的狀態可能像壹張紙壹樣看上去很輕盈，但是信的內容是重要的，更重要的是，壹個看上去很手寫感的簽名即簡單但又很有儀式感，凸顯了壹件小的事情卻被認真對待。於是我們就用了“壹封帶有親筆簽名的信”的格式做了它的logo。
在品牌形象系統方面，我們把整體logo延展成壹個可被任意改變長寬高比例的圖形，希望能夠在不同物料應用的範圍充分體現品牌，突破以往的品牌形象系統裏單壹體現logo而已的現狀，試圖讓這個品牌融入在物料延展上更靈活和立體，於是這個品牌幾乎任何的物料上都有不同比例延展的“簽名信紙”。

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The Solution:

The Chinese name of THE things is "important little thing". The explanation of this name is "a little thing, but very important" or "it is important, but it may be a little thing". We think that "a letter with an autograph" is in line with its brand image logo design concept, because the state of the letter may look like a piece of paper and it looks very light, but the content of the letter is important and more important What's more, a signature that looks very handwritten is simple but also very ceremonial, highlighting that a small thing is being taken seriously. So we used the format of "a letter with autograph" to make its logo.
In terms of the brand image system, we extend the overall logo into a graphic that can be arbitrarily changed in the ratio of length, width and height, hoping to fully reflect the brand in the range of application of different materials, breaking through the previous brand image system that only reflects the logo. The current situation is trying to make this brand more flexible and three-dimensional in the extension of materials, so almost any material of this brand has "signature letter paper" with different extensions.