Gujin
The Youthful Transformation of a National Brand
Established in Shanghai, Gujin Lingerie is recognized by the Ministry of Commerce of China as a "Chinese Time-Honored Brand." The origins of Gujin can be traced back to 1936, with its earliest products originating from European-style fabric bras. The brand's dedication to multiple cup sizes, diverse categories, specialization, and craftsmanship laid the foundation for its exquisite techniques, bringing genuinely professional bra products to Chinese women. Subsequently, Gujin's rapid development has elevated it to a nationwide national brand, becoming a symbol of lingerie enlightenment for a generation and leaving behind cherished memories of classic bras in people's hearts.
Nowadays, traditional brands like Gujin are undergoing a period of transformation in the lingerie industry. With the continuous emergence of new brands in the market, more attention from the younger generation is being diverted. For Gujin, the greatest challenge lies in how to awaken a new understanding of the brand among the younger consumer group.
Therefore, Gujin is seeking a brand transformation and upgrade, reshaping its brand essence, and addressing the critical issue of brand aging. It aims to reestablish communication with the new generation of young consumers, break free from their preconceived notions about traditional brands, and convey a modern, youthful, and warm new image of Gujin.
Brand Positioned as Health-oriented Comfort
In discussions with Gujin, the topic that arises most frequently is their professional research on women's breast shapes. Unlike merely pursuing straightforward comfort, Gujin places a greater emphasis on the health of women's breasts. Gujin believes that a professional bra should strike a balance between support, protection, aesthetics, and comfort, rather than focusing solely on comfort.
Therefore, following a comprehensive understanding of the brand's underlying values, coupled with an analysis of the competitive landscape and consumer preferences in the lingerie market, we have formulated a new brand strategy. We've introduced "health-oriented comfort" as the core brand concept. Since its inception, Gujin has deeply invested in the manufacturing of professional lingerie. Through precise deconstruction of the female physique and personalized fitting services, the brand provides consumers with health-conscious lingerie experiences that combine protection and comfort.
Built upon this core brand concept, the new brand tagline "Protected Comfort" has been born. This concise and impactful tagline succinctly conveys the essence of the brand's philosophy to consumers.
A Fresh Brand Image of Unrestricted Comfort
Inspired by Gujin's commitment to protecting the female body, the brand logo integrates the graceful and liberated forms of women's bodies through abstract lines.
The fusion and connection of the letters "G" and "U" in the logo depict the beauty of the female body with soft and flowing lines. They also symbolize the appropriately firm support of the bra cups' base, securely uplifting the body's contours while providing ease and comfort. The letter "J," breaking the boundaries, stretches upward with lines that convey both the body's relaxation and expansion, as well as the soul's unrestricted spirit.
In the selection of brand colors, we've continued with the strong impression of the red color scheme that Gujin has already established in the minds of consumers. We've chosen a new, vibrant, and fashionable shade of Gujin red, representing a commitment and passionate dedication to the industry. This color also signifies confidence, health, strength, maturity, and elegance.
Simultaneously, by incorporating a diverse color palette, we have expanded the richness of future brand visual applications, establishing a visual foundation for a more youthful Gujin.
Around the logo's expansive design representing the brand's essence, we've extracted letter elements and creatively reconfigured them into a diverse array of supplementary graphic styles. These letter elements can converge, scatter, or encircle, embodying limitless and dynamic forms of expression. This approach transforms them into the most memorable visual elements of Gujin.
What's particularly unique is our innovative fusion of supplementary graphics with the brand image. In a format where text surrounds a figure, we symbolize Gujin's commitment to protecting and supporting the female body. This blending of the virtual and the real imparts a powerful sense of space and dynamic impression to the visuals, crafting an exquisite and fashionable essence of the modern city. The poster format where text surrounds the figure will become the iconic brand image poster of Gujin in the future.
Furthermore, for product and marketing-oriented posters, we've provided concise and versatile layout styles that emphasize product details, showcasing the features and advantages of the products.
We've also created an exclusive series of icons for Gujin. The lines of these icon graphics echo the smooth blend of thickness and fineness present in the brand logo. These graphical symbols can quickly and simply illustrate product functionalities and features, making complex technical terms appear concise and visual.
Building upon this brand identity system, we have extended a diverse range of brand applications for Gujin. This assists the brand in maintaining a consistent image across various communication channels.
The ultimate state of life is being expansive, as physical extension brings forth the freedom of the soul. Gujin hopes that every woman can prioritize and protect her body, embracing a liberated and comfortable physical form along with a relaxed state of mind, thereby exploring the greater beauty of life. The conceptual imagery of Gujin's brand strategy and visual system continues to propel its transformation and upgrade, and we eagerly anticipate Gujin's journey towards an extraordinary future.
Share this article
