Gujin Rebranding
Winner
Excellent Communications Design
Brand Identity
Credits
Company / Customer
Designer
Tori Hsiao-Pei Wu, Xiaoyin Wang, Amber Ching-Min Chiu, Lainey Xu
Details
Gujin Underwear, a Chinese Time-honored Brand, was established in 1936. The brand's philosophy is "Protected Comfort" which emphasizes not only comfort but also the health of women's breasts. The Logo presents abstract lines that blend the elegant and free body shape of women. By using the expandable logo design as the foundation, extracts letter elements, recombines and changes them into rich graphical styles, with letter elements aggregated, scattered, or surrounded by dynamic expressions.
The Jury‘s Statement
The design for Gujin's brand identity convinces with a good use of typography, which not only graphically emphasises the brand essence "protected comfort" but also, in combination with the high photographic quality, makes it unmistakable.
