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品牌设计 / 品牌策略







andmore 作为新锐生活方式集合店，其品牌核心在于构建 Z 世代所追求的“难以定义且极具情绪感染力”的视觉体系。我们面临的设计挑战在于：如何打破传统零售品牌的说教式视觉输出，转而利用中古美学与年轻化趣味基因的对撞，在非标准化的表达中重构品牌的审美话语权。

As a new lifestyle collection store, the brand core of ‘andmore’ is to build a visual system that is ‘difficult to define and very emotional’ pursued by Z generation. The design challenge we face is: how to break the didactic visual output of traditional retail brands, and instead use the collision between medieval aesthetics and young interesting genes to reconstruct the brand's aesthetic discourse right in non-standardized expression.
































视觉策略：动态秩序与触感叙事的深度融合

· 标识逻辑：模块化的动态组合逻辑 LOGO 设计摒弃了静态锚点，通过对 18 种排列姿态的模拟测试，构建了一套具备极高延展性的动态系统。这种“灵活装酷”的设计语言，确保了品牌从微型吊牌到数字化端均能保持一致的视觉张力。

· 视觉语法：基于不完美线条的感官实验 我们通过粗颗粒质感与非对称线条的结合，将“随性生活”的内核注入像素底层。利用故意歪斜的版式与毛边工艺，在触觉与视觉的交界处建立起品牌氛围，精准狙击高级感与趣味性并存的年轻审美偏好。


Visual Strategy: Deep Integration of Dynamic Order and Tactile Narration

· Logo Logic: The modular dynamic combination logic Logo design abandons static anchor points, and through the simulation test of 18 arrangement postures, a dynamic system with high extensibility is constructed. This ‘Flexible and cool’ design language ensures that the brand can maintain a consistent visual tension from the micro-tag to the digital end.

· Visual Grammar: Sensory experiment based on imperfect lines We inject the core of ‘Casual lifestyle’ into the bottom of the pixel through the combination of coarse grain texture and asymmetric lines. Using the deliberately skewed layout and raw edge technology, the brand atmosphere is established at the junction of touch and vision, and the young aesthetic preference with high sense and interest is accurately attacked.





商业价值：高频情绪共振驱动的社交资产

整套系统完成了从单纯设计到社交资本的转化。这种具备故事感的色彩与版式逻辑，不仅有效降低了品牌与受众的沟通壁垒，更助力 andmore 在同质化的集合店市场中，建立起不可替代的情绪壁垒与心智认同。


Commercial Value: Social Assets Driven by High Frequency Emotional Resonance

The whole system has completed the transformation from simple design to social capital. This story-telling color and layout logic not only effectively reduces the communication barrier between the brand and the audience, but also helps ‘andmore’ to establish irreplaceable emotional barriers and mental identity in the homogeneous collective store market.





















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