YAOXI #Brand Design04/2024
The "Yaoxi" brand is inspired by traditional Chinese goblin culture, a key part of ancient history that reflects deep cultural beliefs. This project reimagines 12 goblins with positive meanings, transforming them into modern designs with vibrant colors and symmetry. The goal is to challenge old superstitions, reviving the unique charm of these goblins and promoting the preservation of this cultural heritage in contemporary life.
“妖喜”品牌灵感源于中国传统妖怪文化，这一古老文化承载了丰富的历史与信仰。本方案从中挑选出12种寓意美好的妖怪，运用鲜艳的色彩和对称的形式将其现代化设计。旨在打破旧有迷信观念，重新展现妖怪独特的魅力，推动这一文化遗产在当代生活中的传承与发展。
Brand Design
Brand Mission
Ignite youth interest in Chinese Goblin culture.
向年轻一代展示妖怪文化的现代魅力，通过创新设计教育新思维，打破迷信，传承文化。
Brand Vision
Making Goblin traditional culture, better integrated into modern times.
重新定义和振兴妖怪文化，促进传统文化与现代品牌的融合。
Slogan
Inviting Auspicious Joys into Life.
邀生活之喜。
SWOT
Brand Positioning
Target Users
1. Teenage Students (age15-17)
Who like trendy products that express individuality
2. College student group (age 18-22)
Who like products that value cultural depth
3. Young working people (age 23-35)
Who like practical, innovative products
1. 青少年学生（15至17岁）
倾向于购买能够在同龄人中获得认可和流行的产品
2. 大学生群体（18-22岁）
倾向于购买能够体现个人文化品味和教育水平的产品
3. 年轻上班族（23-35岁）
倾向于设计新颖、富有创意，同时也实用的产品
Persona
LOGO Typography
Combines Chinese calligraphy of Clerical Script and modern Sans-serif
融合了隶书和现代无衬线字体
Brand Color
Brand Standard Fonts
（Source Han Serif 思源宋体）
Application Design
Posters
According to the symbolism of each Goblin, a corresponding blessing has been designed for it：
根据每个妖怪的象征意义，为其设计了相应的祝福语：
Yao (妖) :
Tian Nv - EveryThing Going Well（诸事顺利）
Yuan Gong - Perseverance Aganist All Odds（百折不挠）
Zhai Xian - living and working in Harmony（安居乐业）
Jing (精) :
Chang Ming Ji - Achieving Success In Exam（金榜题名）
Long Ma - Longevity and Boundless Health（福禄寿禧）
Lao Pan - Prosperity and Wealth Abound（招财进宝）
Gui (鬼) :
Chang En - Wisdom Endure Through the Ages（智慧长存）
Huang Mo Shen - Safe and Peaceful Travels（出入平安）
Zhong Kui - Banish calamities and bring blessings（消灾降福）
Guai (怪) :
Lu Shu - Safe Pregnancy and Smooth Childbirth（安胎顺产）
Fei Fei - Be Happy and Joyful（解忧消愁）
Long Zhi - Sweet Dreams and Peaceful Sleep（好梦安眠）
Amulets
Also based on the blessings. Amulets are traditional Chinese products that people often carry around to protect the blessings of the gods. In modern times people also often wear them as decorations. There are some Chinese herbs in the Amulets.
结合了祝福语。护身符是中国传统的随身物品，常被人们用来保佑神灵的祝福。在现代，护身符也经常作为装饰品佩戴。护身符里还会放一些艾草。
( partial display 部分展示 )
Fans
This is a traditional Chinese Han craft and artwork, which represents health and peaceful.
这是中国汉族的传统工艺和艺术品，代表着健康和平安。
( partial display 部分展示 )
Red Packets
Red packages used to wrap money when elders give it to children during the Lunar New Year. Besides Chinese New Year, Chinese people also use red packets on some festive, such as birthdays and weddings.
红包是长辈在农历新年时赠送给孩子们装钱用的。除了春节，红包也常用于生日、婚礼等一些喜庆的场合。
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