ART DIRECTOR: 安麓冰
DESIGNER: 安麓冰
PM: 徐云、焦辰
YEAR: 2021
CLIENT: Have Rice饭馆
On the basis of modern simplicity aesthetics, we designed "comfortable and comfortable commuting clothes that are suitable for all-weather commuting", broke the boundary between work and life, explored the diversified integration of professional clothing and current fashion, output practical and fashionable new commuting principles, and provided inspiration and convenience for life with thoughtful design and details.
The design creates the brand communication context, retains and strengthens the brand's symbolism and extensibility. As a metaphor of self-identity, the construction of the wearer's identity and the formation of the concept of wearing identity are just the process of shaping the brand value, in which consumers gradually form the Haverice brand identity.
以现代简约美学为基础，设计出“舒适自在，适用于全天候的通勤着装”，打破工作与生活之间的边界，探索职业着装与当下流行风潮的多样融合，输出实用又时髦的新通勤主义，以贴心的设计和细节为生活提供灵感和便利。
设计创建品牌沟通语境，保留并强化品牌的符号性和延展性。一种自我身份的隐喻，穿着者的身份构建以及形 成穿着认同观念恰好是品牌价值塑造的过程，消费者在 这个过程中逐步形成haverice品牌认同感。
