Chuanjian Brand Visual Identification Manual

This design is a visual identification manual for Sichuan Jane brand. This specification manual provides guidelines for the image and expectation of Sichuan Jane as a brand, which will be updated with the growth of the brand.
Chuan Jian is a new brand of kitchen appliances led by young Chinese designers.
We invite young people to embrace a healthy lifestyle, wipe the dust off the stove and wake up the kitchen sleeping because of the busy life. Sichuan Jane is specially designed for young people who pursue a shared, comfortable, healthy and self-disciplined lifestyle. Having multi-functional intelligent kitchen appliances will help you transform the kitchen into a party space for enjoying with your partners and a health laboratory for taking care of yourself and your family.

Chuanjian is a domestic kitchen small household appliance brand with Chinese trend characteristics.
We hope that logo can reflect the corresponding consumer group's love for the national style and inject the unique DNA of the brand, so we adopt customized graphical logo to establish the brand impression.

Use the word "Chuan" in the Chinese name of the brand to skillfully integrate the first letters "T" and "J" of the English name of the brand to form a graphic. And with the unique brushstrokes in Chinese calligraphy, it is simply lively and has a modern manifestation of the streamline sense of Chinese writing.

Brand Standard Color and logo

We chose the standard color based on the brand tone of Guofeng and full of appetite. The color is selected from the national style color, the color related to food. The mellow and rich background color is used as the main color to carry the inclusiveness of the brand, and the same neutral dark and light color is used to assist the application. Present a healthy, comfortable and fresh visual experience.
Based on the brand tone of Sichuan Jian Guofeng, the shape that causes the association of the national tide is designed to correspond to different product attributes, and the shape is used as one of the elements of visual recognition. This concept can be used to expand the shape when more shapes are needed.

In addition to the function of identifying categories, shapes can also be used to combine text as decorative elements and refined text content to form similar labels. At this time, the shape appears as a small image in the form of wireframe and filling, highlighting the "sense of time" and "customization".

The brand will use simple and relaxed product illustrations to identify different products, reflecting the relaxed and creative characteristics of the brand. According to the expansion of the product line, the corresponding expansion of illustrations can be carried out.