ESSENCE ECHO

CLIENT:
SERVICE:

ESSENCE ECHO
品牌设计 / 品牌策略

ESSENCE ECHO 致力于在当代香氛语境下，以「自然之本」为核心解构都市丛林的感官焦虑。我们面临的设计挑战在于：如何精准对位年轻人对个性化与包容性的诉求，撕掉传统“男香/女香”的刻板标签。通过视觉语言将中性木质调的清冷感实态化，使嗅觉体验升华为一场关于“回归本质”的生活方式提案。

ESSENCE ECHO is committed to deconstructing the sensory anxiety of urban jungle with ‘Nature as the core’ in the context of contemporary fragrance. The design challenge we face is: how to accurately respond to young people's demands for individuality and inclusiveness, and tear off the traditional rigid label of ‘Male fragrance/female fragrance’. Through visual language, the cold feeling of neutral wood tone is realized, and the olfactory experience is sublimated into a lifestyle proposal about "returning to the essence"

视觉策略：黑灰矩阵的感官实验与原始材质叙事

· 标识逻辑：无性别语境下的极简排印设计遵循无性别的视觉美学，摒弃冗余装饰，以极具张力的黑灰色系奠定冷冽且深邃的品牌底色。这种极简的排版语法旨在激发受众超越感官的想象力，确立品牌兼具独立格调与包容性视野的审美话语权。

· 材质语法：厚灰纸板驱动的可持续质感包装全系列采用厚灰纸板作为核心载体，刻意保留材质原始的肌理与触感。这种“非装饰性”的设计选择，不仅在视觉端契合了自然木质调的粗粝与纯粹，更通过对可持续包材的深度应用，将环境意识转化为品牌可触碰的情感资产，实现设计美学与环保伦理的价值共振。

Visual Strategy: Sensory experiment of black-gray matrix and narrative of original materials

· Logo Logic: Minimalist typography design in gender-free context follows gender-free visual aesthetics, abandons redundant decoration, and lays a cold and profound brand background with a strong black-gray system. This minimalist typesetting grammar aims to stimulate the audience's imagination beyond the senses and establish the brand's aesthetic discourse power with independent style and inclusive vision.

· Material Grammar: Thick chip board-driven sustainable texture packaging series uses thick chip board as the core carrier, deliberately retaining the original texture and touch of the material. This ‘Non-decorative’ design choice not only conforms to the roughness and purity of natural wood tone in the visual end, but also transforms environmental awareness into emotional assets of the brand through the deep application of sustainable packaging materials, and realizes the value resonance between design aesthetics and environmental ethics.

商业价值：文化叙事驱动的差异化壁垒

整套 VI 系统通过对视觉元素的“饱和度减法”，将品牌从单一的嗅觉产品提升为具备故事性与情感连接的精神载体。这种具备高度审美确定性的视觉输出，助力 ESSENCE ECHO 在碎片化的香氛赛道中，完成从“香气消费”到“生活哲学认同”的品牌跃迁。

Commercial Value: Cultural narrative-driven differentiation barrier

The whole VI system promotes the brand from a single olfactory product to a spiritual carrier with story and emotional connection through ‘Saturation subtraction’ of visual elements. This visual output with high aesthetic certainty helps ESSENCE ECHO to complete the brand transition from ‘Fragrance consumption’ to ‘Life philosophy identity’ in the fragmented fragrance track.

CONTACT

业务咨询

enco1995@foxmail.com
成都德必川报易园

Business Inquiring

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

社交媒体

小红书
YE4LAB视觉设计

Social Media

Rednote
YE4LAB视觉设计