Brand Identity, Visual Identity Design
ZHUTILUX
About the Project
Challenge:
ZHUTILUX is the new high-end line from Hangzhou-based womenswear brand ZHUTI, combining ZHUTI's quality heritage with new cultural elements and market demands. From 0 to 1, it built a unique brand DNA, core philosophy, cultural system, and visual identity. As a minimalist high-end fashion brand, ZHUTILUX faced the challenge of finding a visual style that matched its identity while breaking free from the overused "minimalism" narrative in a highly competitive market.
Strategy:
Through in-depth interviews and design workshops, Brann, inspired by the lead designer’s personal style and vision, developed the brand’s core philosophy of “ageless, boundless, fearless.” This concept precisely captured ZHUTILUX’s minimalist yet refined essence. In the design, Brann employed clean, bold typography and graphics, focusing on the texture and details of the materials, ensuring the brand image aligned seamlessly with the clothing style, and showcasing the brand’s inherent strength and sophistication.
Challenge:
ZHUTILUX is the new high-end line from Hangzhou-based womenswear brand ZHUTI, combining ZHUTI's quality heritage with new cultural elements and market demands. From 0 to 1, it built a unique brand DNA, core philosophy, cultural system, and visual identity. As a minimalist high-end fashion brand, ZHUTILUX faced the challenge of finding a visual style that matched its identity while breaking free from the overused "minimalism" narrative in a highly competitive market.
Strategy:
Through in-depth interviews and design workshops, Brann, inspired by the lead designer’s personal style and vision, developed the brand’s core philosophy of “ageless, boundless, fearless.” This concept precisely captured ZHUTILUX’s minimalist yet refined essence. In the design, Brann employed clean, bold typography and graphics, focusing on the texture and details of the materials, ensuring the brand image aligned seamlessly with the clothing style, and showcasing the brand’s inherent strength and sophistication.
Challenge:
ZHUTILUX is the new high-end line from Hangzhou-based womenswear brand ZHUTI, combining ZHUTI's quality heritage with new cultural elements and market demands. From 0 to 1, it built a unique brand DNA, core philosophy, cultural system, and visual identity. As a minimalist high-end fashion brand, ZHUTILUX faced the challenge of finding a visual style that matched its identity while breaking free from the overused "minimalism" narrative in a highly competitive market.
Strategy:
Through in-depth interviews and design workshops, Brann, inspired by the lead designer’s personal style and vision, developed the brand’s core philosophy of “ageless, boundless, fearless.” This concept precisely captured ZHUTILUX’s minimalist yet refined essence. In the design, Brann employed clean, bold typography and graphics, focusing on the texture and details of the materials, ensuring the brand image aligned seamlessly with the clothing style, and showcasing the brand’s inherent strength and sophistication.
Industry
Fashion
Year
2023
