普象-让好设计发光

JisuLife 几素
Logo设计/VI设计/体系化包装设计/产品设计

JisuLife 几素是全球领先的 USB 小风扇领导者品牌，全渠道覆盖全球 40 多个国家和地区，品牌和产品在全球都享有美誉。连续两年（2020-2021年）天猫平台 USB 小风扇类目销量第一。2021年4-11月亚马逊平台 USB 小风扇细分类目（手持和挂脖风扇）销量第一。其 USB 小风扇销售额全球排名位列前10，全球累计 USB 小风扇申请数量304件，授权专利174件。
2022年，JisuLife 几素品牌重新定义与规划，拓展“SS 春夏”“AW 秋冬”两条品牌线以及“Life”“Pro”“Ultra”三条产品线，针对不同场景进行细分。因此设计委托是需要一个更系统化的视觉体系，涵盖其未来更复杂的商业运营策略，并保持品牌在海内外市场中强大的竞争力。

JisuLife 几素原有的视觉形象，是基于一个英文变形的笑脸，代表了品牌舒适和亲近的形象，但同时它也产生了低龄化和廉价的品牌印象，这与 JisuLife 几素领导者地位和全新品牌规划不符。我们从全球视角出发，提出了“文化大同”的品牌概念，将字母“J”“L”，组合成为抽象的汉字符号“几”，成为品牌的视觉特征，打造出中英文文化背景的人都能理解的符号，让原本单纯的文字结合，形成了一种意义非凡的表达，打造覆盖全球文化背景的品牌。
字体上我们则是摒弃了原有字体中花哨的部分，讲求实用和高效，将全大写的英文更改为单词首字母大写，更加突出“Jisu”与“Life”的区分，减少海外消费者的阅读障碍，增强品牌的易读属性。中文秉持着同样的态度，我们仅在“几”字中加入了符号“横杠J”的特征元素，使得保有阅读性的同时整体上更统一。
The original visual image of JisuLife was ba-sed on a transformative smiley face, representing the brand's image of comfort and closeness, but it also created an impression of an under-aged and cheap brand, which was not in line with JisuLife's leadership position and the new brand plan. From a global perspective, we proposed the brand concept of "cultural commonwealth" by combining the letters "J" and "L" into an abstract Chinese symbol "几", which becomes the visual feature of the brand, creates a symbol that can be understood by people from both Chinese and English cultural backgrounds, making the original combination of simple words into a meaningful ex-pression and creating a brand that covers global cultural backgrounds.
In terms of font, we discarded the fancy parts of the original font and focused on practicality and efficiency, changing the all-caps English to capitalize the initial letters of words, highlighting the distinction between "Jisu" and "Life", reducing reading barriers for overseas consumers and enhancing the readability of the brand. With the same attitude in Chinese, we only added the characteristic element of the symbol "J" in the character "几" to make it more readable and unified as a whole.​​​​​​​

将符号扩展，我们又形成了一组对称的“几”字型辅助图形，通过辅助图形再次强化品牌的价值，灵活的使用方式可以更好的衬托出品牌形象和产品，适用于不同的尺寸和场景，形成统一的视觉语言，建立起 JisuLife 几素更全球化和包容的品牌形象。
By expanding the symbols, we formed a set of auxiliary graphics in the shape of the Chinese character “几”, which again strengthen the brand's value through the auxiliary graphics, and can be used in a flexible way to better support the brand image and products, and be applicable to different sizes and scenarios, forming a unified visual language and establishing a more global and inclusive brand image of JisuLife.