Broneze

CLIENT:
SERVICE:

Broneze
品牌设计 / 品牌策略

伴随“他经济”下男性审美意识的全面重塑，Bronze 致力于为 95 后新锐群体构建一套“无废话”的个护方案。我们面临的设计挑战在于：如何精准对位中高端市场对品质感与效率的双重诉求，通过去装饰化的视觉语言，将“专注生活品质”的品牌态度转化为具备先锋张力的视觉资产，确立品牌在男士理容赛道中的专业话语权。

With the overall remolding of men's aesthetic consciousness under the ‘He economy’, Bronze is committed to building a ‘Nonsense-free’ personal care program for the new group after 1995. The design challenge we face is: how to accurately meet the dual demands of quality and efficiency in the mid-to-high-end market, and transform the brand attitude of ‘Focusing on quality of life’ into a visual asset with pioneering tension by decorating the visual language, so as to establish the professional discourse right of the brand in the men's grooming track.

视觉策略：极地色域与金属材质的硬核秩序

· 色彩系统：先锋感与信息层级的深度缝合视觉体系选用极光橙与冰川蓝作为核心识别色，搭配深邃的午夜黑。这种极具冲突感的极地色谱，在传递先锋时尚感的同时，通过高对比度优化了包装的信息展示层级。这种“个性化与效用主义”的统一，旨在复杂的使用场景中，实现品牌辨识度与功能指引的高效闭环。

· 材质语境：金属磨砂与可持续触感的理性共生包装载体选用了冷峻的金属磨砂材质，直观传达品牌硬朗、理性的性格基调。与此同时，可再生环保材料的介入，为冷色调的工业感注入了一份细腻的人文温度。这种材质上的“刚柔并济”，不仅是对可持续理念的践行，更是在触觉层面完成了对“理性长期主义”的感官外化。

Visual Strategy: Polar color gamut and hard-core order of metal materials

· Color System: The visual system of deep stitching with pioneering sense and information level selects Aurora Orange and Glacier Blue as the core recognition colors, with deep midnight black. This highly conflicting polar chromatography not only conveys the avant-garde fashion sense, but also optimizes the information display level of packaging through high contrast. This unity of ‘Personalization and utilitarianism’ aims to achieve an efficient closed loop of brand recognition and functional guidance in complex usage scenarios.

· Material Context: the rational symbiosis of metal matte and sustainable touch. The packaging carrier selects the cold metal matte material, which intuitively conveys the brand's tough and rational character tone. The same time, the involvement of renewable environmental protection materials has injected a delicate humanistic temperature into the industrial feeling of cool colors. This combination of rigidity and softness in material is not only the practice of sustainable concept, but also the sensory externalization of ‘Rational long-term’ at the tactile level.

商业价值：流量符号驱动的品牌心智沉淀

整套 VI 系统通过对流行设计元素的“大胆且恰到好处”的应用，成功构建了品牌性与社交属性兼备的视觉符号。这种具备前卫特质的系统化设计，助力 Bronze 完成了从单一“护肤工具”到“高质感生活方式标签”的品牌跃迁，建立起极强的受众粘性。

Commercial Value: Brand mental precipitation driven by traffic symbols

The whole VI system successfully constructs visual symbols with both brand and social attributes through the ‘Bold and just right’ application of popular design elements. This systematic design with avant-garde characteristics helped Bronze complete the brand transition from a single ‘Skin care tool’ to a ‘High-quality lifestyle label’ and established a strong audience stickiness.

CONTACT

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enco1995@foxmail.com
成都德必川报易园

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enco1995@foxmail.com
DoBe Sichuan Daily E-Park, Jinjiang, Chengdu

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