ART DIRECTOR: 焦辰
DESIGNER: 赵梦雅
PM: 徐云
YEAR: 2020
CLIENT: Sleep over sleep

The brand concept stems from the founder’s true portrayal of the life . “Sleepover” is not sleeping all night, “Oversleep”is oversleeping. These two extreme life conditions show a freedom and independent attitude towards life.
In the design performance, designer extracted point, line and surface, in order to show the control of the brand's contradictory state; To transfer the balanced rhythm into a dynamic form, to maintain the overall balance through the trend of the letter scrolling, in order to convey the brand's flexibility and imagination.

品牌理念源于品牌创始人生活的真实写照,sleepover是彻夜不睡,Oversleep是睡过头,两种极端的生活状态,展现了一种自由、独立的生活态度,可以任性掌握自己的人生和生活。
在设计表现上提取关键的点、线、面的支撑关系,通过结构与线条的设计,来表现品牌的矛盾状态中的掌控力。将平衡的节奏变换为趋于动态的形式,通过字母滚动的趋势感来保持整体的平衡,传递品牌的灵动性和想象空间。

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