Project Overview

This innovative and vibrant visual identity (VI) system for the brand EASY JOY fully embodies the brand tone of “youth, quality, joy, and richness”.

Organisation

Guangzhou ACE Renovation Design Engineering Co.,Ltd

Team

Xiuping Fan, Shuxia Pang, Jiali Wu, Boxiong Li

Project Brief

Breaking the limitations of traditional VI design, this project makes bold innovation in geometric shapes and color schemes. Through geometric deconstruction & reconstruction, it creates a brand-new visual language, which retains the brand’s signature elements while achieving a more modern, distinctive aesthetic.

Meanwhile, the well-chosen colors in sharp contrast not only lead to a strong visual impact, but also ensure an eye-catching yet harmonious visual effect, contributing to a livelier brand image. This project is not merely a VI renovation, but an in-depth exploration of the brand spirit. By harnessing the power of visual language, it conveys the brand’s unique charm and positive attitude to a broader audience.

Project Innovation/Need

The project creates a modern, distinctive visual language through geometric deconstruction & reconstruction. Inspired by the brand’s LOGO, it cleverly combines small dots, rings, and large circles to achieve various designs, which not only showcases the harmonious, inclusive and reliable brand image, but also highlights the brand’s youthful vigor and diverse connotations. In terms of color selection, the sharp contrast of black green and light green/yellow and green adds a touch of calmness/vitality, creating a more vivid and unique brand image.

The VI system utilizes rich visual elements and innovative design techniques to embody EASY JOY’s unwavering pursuit of vigor and innovation. Transcending the boundaries of age and culture, it naturally conveys the brand’s diverse connotations and positive attitude. The project immerses consumers in a symphony of youthful vigor, and leads them into a brand world full of wonderful surprises and joys, acting as a bright spot and positive force in their lives.

Design Challenge

The biggest challenge was how to create an entirely new VI system while retaining the signature elements of the brand. To address that, the team, delving deeply into the brand’s connotations, has employed geometric deconstruction & reconstruction and innovative color design. Meanwhile, the detailed VI system guidelines have been developed to ensure a consistent and recognizable brand image across different media and scenarios.

Effectiveness

Adhering to the concept of environmental protection, the project prioritizes recyclable, biodegradable eco-friendly materials to minimize environmental impact, while utilizing natural, fresh color schemes to give a comfortable visual effect, encouraging consumers to live in a healthier and greener life. Furthermore, the combination of online and offline promotion strategies effectively accelerates the spread of environmental principles to significantly strengthen consumers’ environmental awareness, fostering a collective push towards sustainable development.