Holistic Branding from Retail Packaging to Shop Identity : : Women’s Leather Goods Retail Brand based in Guangzhou

verli by hk design :: holistic branding

 


 
B R A N D I N G    W R I T I N G S  : :

(Followings are part of all propositions written for holistic branding. Some are confidential and not to reveal.)

品牌簡介 Brand Introduction

No myth was narrated for the legendary of Murgese horse or Murghese – the True Pure Black Horse – since they were founded in Murge plateau, Apulia area in Southern Italy. And later they were known inhabited region near Verona in northern Italy. Murghese has dark brown eyes, black skin and their entire hair coat is wholly black without any areas of permanently reddish or brownish hair. Colour alone is not their only distinguishing characteristic. The Murghese is considered a willing, active, and energetic horse that is also gentle and docile. A Murghese tends to have great presence and to carry itself with elegance. All we know is they are hardy, have powerful overall conformation and good bone structure, but in the 15th century it was almost extinct. Today, Murgese horse is still a legendary baroque breed, mostly inhabited in the wilderness of Europe. 

品牌理念 Brand Philosophy

在孕育最優良的創作,迎合消費者品味之餘,維驪講究每一處細節的柔和、奔放、承傳。

柔和 — 講求自然、美學與潮流的搭配,與個人的品味需求產生和諧的共鳴;
奔放 — 在無拘束的創意草野上肆意游走,卻不失產品的實用性;
承傳 — 因循本我的故事、文化、使命,讓品牌基因繁衍。

毅力是從信念到實踐的鑰匙,是前瞻者所具備的特質,維驪亦然。

品牌故事 Brand Story

深秋的晴空,溫煦陽光照著意大利南部 Murge 區草原。眺望西面平原上,一股沙塵由遠逐漸移近,馬群的輪廓隱隱若現。

一陣涼風吹散了滾滾沙塵,凝住馬群經過的片刻,草木隨風搖曳,像是向牠們肅穆敬禮。原來是 Murge 特級純種黑馬,不論年長年幼,幾十頭馬兒一直向東奔馳,馬蹄聲緩急有致,偶爾傳來嘶聲,引來蒼鷹在三百尺上空的欣羨。首領一聲令下,大伙兒跟隨停步,在河邊稍息。

在日光和河水映照下,馬匹的毛髮被反射成六十四種不同光暗層次的原黑色。眼珠閃出如太陽的白,姿態宛如來自天上的貴族⋯⋯晴空藍、日光白、青草綠、土地黃⋯⋯所有顏色都是為這種高貴的純黑而存在。

維驪以奔放、隨心的設計,打造一個皮革精品品牌。其創作靈感混合了時尚與客戶的要求,其細密心思仿如孕育嬰孩,其選料、剪裁、縫合均精雕細琢,其視野包括國內、香港以至歐洲;每一件結晶品所散發的光芒,每每體現了維驪從靈感、設計、材料、製作到手工的一絲不拘、一脈相乘。

維驪好比這純種黑馬,將毅力和高尚品格承傳後代,為品牌賦予風格,為產品賦予生命。

品牌性格 Brand Persona

剛毅與陰柔

看似南轅北轍的特質,卻起著相輔相承的作用。在變幻莫測的大自然中,黑馬既有剛毅的體格適應環境,亦有溫柔的愛心孕育下一代;由維驪表現出來,就彰顯了既剛且柔的生命力。

品牌美學 Brand Aesthetic

01. | 釋義

皮革製作技藝縱然來自歐洲,維驪卻能超越源頭,為品牌披上一點東方色彩 。東西、陰陽、剛柔、動靜⋯⋯ 相生相尅,逹至天地間的和諧。維驪演繹了感性的直率,把兩極特性融合為一,西方的匠氣裡散發東方的韻味,在其設計中自如地呈現時尚與實用。

02. | 產品本質

走上歐洲格調,靈感來自國際天橋,細緻設計。就是維驪的路線。以高級優質皮革,製作符合都市女性需要的設計。ESSENCE 系列以簡約款式為基調,強烈線條襯托渾圓外型,大方而不失實用;SENSES 系列是時尚的代表,適合悠閒或上班等日用場合,設計獨特多變,盡顯個人風格;PUISSANCE 系列設計往往反映出別樹一幟的性格,典雅與魅力兼容,適合宴會或重要場合。

03. | 店內裝潢

維驪捨用歐洲古典或華麗風格,反之以簡約流動的線條作點綴;純白的主調為精彩的產品作絕配的背景,構成強烈的顏色對比;在金屬閃色與啞色之間,泛出都市生活的感動;屏間高低營造層次感,引導消費者的視線而產生視覺美學的效果。

04. | 影像運用

產品的靜態與圖像的動感、中國的風韻與歐洲的樸實,彼此透過品牌的創作意念、皮革的天然顏色和質感表露無遺。這些影像訴說著我們的美學意圖 — 打造一個鮮明的品牌形像。這些影像為近期創作風格,維驪總離不開美感和時尚,未來亦會走在鮮明的前方。

 


C L I E N T  : :

Verli by HK Design 維驪
| Women’s leather goods brand
| Liwan, Guangzhou

S C O P E  : :

Holistic Branding
| Concept Development
| Brand Identity Revamp
| Identity Applications
| Identity Guideline
| Branding Writings
| Visual Identity
| Packaging Design
| Style Lookbook

P R O J E C T    : :

| Headquarter@Liwan, Guangzhou
| Verli & 維驪 were brought trademarks
| Wholesale brand originally
| Migrate to retail brand
| Revamp both identities
| Writing brand story & the related
| Designing shop identity
| Creating brand brochure & catalog
| Developing packaging
| Producing retail images & lookbook

Credits
| Rendering–D.Mok Interior Design (Guangzhou)
| Copywriting–Wendy Wo (Hong Kong)
| Photography–Xiao Dong (Guangzhou)

 

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