Free Brand Identity

Free Brand Identity

Free Brand Identity is an innovative brand visual upgrade project that revolutionizes the identity of an established sanitary napkin brand, specifically targeting Generation Z consumers. The comprehensive redesign, created by designers Fengnan Lin, Yingqiang Zhang, and Xiaofang Teng, demonstrates a sophisticated understanding of contemporary design principles and youth culture aesthetics. The design's cornerstone is its distinctive logotype treatment, where the letter F features a subtle upward tilt to convey optimism and youthfulness, while the connected double e creates a fluid, dynamic element that serves as a versatile super symbol throughout the identity system. This thoughtful extraction and application of the ee element reflects modern women's sense of freedom and self-expression through dynamic linear performance, establishing a cohesive visual language that extends across multiple touchpoints including business cards, express boxes, badges, document bags, messenger bags, and canvas bags. The system employs four-color printing and baking paint processes to ensure consistent quality across various applications. The design successfully transforms the brand's previous positioning by introducing a fresh, contemporary aesthetic that resonates with its target demographic of 12-23 year olds. This remarkable achievement in visual communication design was recognized with an Iron A' Design Award in the Graphics, Illustration and Visual Communication Design category, acknowledging its excellence in strategic approach, visual impact, and cultural relevance. The identity system's flexibility and extensibility make it particularly effective across both digital and physical platforms, while maintaining a unified brand vision that distinguishes itself in the competitive personal care market.

brand identity design, visual communication, logo redesign, youth marketing, brand transformation, consumer packaging

— Adam Dawson