Soulanting

2018

Brand identity
Story
Suzhou, also known as "Venice of the East", is where the rose of SOULANTING (a rose based beauty brand) is grown, picked and produced.
Rose Damascena no.1 being the main ingredient in Soulanting's product range, it becomes the primary focus in the marketing and design process. Growing their roses in a farm at Suzhou, which has the best weather and care to ensure the finest quality. The process of harvesting roses and preparing them is extremely delicate and complex. Roses are hand picked everyday at dawn to ensure the essence of the rose is preserved within the petals. The roses hold the most nutrients at dawn that are later transformed into ingredients to make Soulanting's skin care range. 

Solution
The name "SOU LAN TING" is a direct phonetic pronunciation from three Chinese characters that translates as "capturing the goodness through the mist of the mountains". It accurately describes the scenario of hand picking the Rose in the misty mornings, hence we proceeded to keep the original name as a response the overall branding. 

To create an icon and logo, we studied the pattern of rose and illustrated it with a combination of circles in golden ratio; the circles symbolises purity, perfection and the Sun. The alphabets 'I' & 'N' in the logo were illustrated in an angle and the positioning of the rose icon, together they portray the angle of sunrise at dawn. A subtle thoughtful elements goes a long way when creating an identity for a brand. 

We investigated and explored the brand's characteristics in order to tailor-made a typeface dedicated to the brand. The finished typeface represents the brand's classic, elegant and feminine image. 

To weave the natural atmosphere in Suzhou together with the brand identity, we picked emerald green to represent the beauty of China's scenery. Emerald green also encourages growth, peace and balance while giving a sense of superiority. A beige pink has chose to complement the hero colour as it lighten the brand identity, by bringing out the feminine side of the brand.

From the corporate identity, to packaging and merchandise, typography was the main approach with line pattern complementing each other without over exaggerating the layout. The use of typography on the product packaging aims to lay all ingredient and information before the consumer's eyes, allowing them to be reassured of the product they are purchasing.