LSENNA 罗森尼娜
TEAMCD：彈簧SD：木村D：大桥、雨佳、夏夲、藤椒、橙子S/AE：秋秋YEAR：2021CLIENT：罗森尼娜SERVICE：品牌形象
As a representative premium bakery brand from Hunan, LSENNA has earned widespread recognition through its high-quality baked goods and refined service experience.
Facing the evolving landscape of the Changsha market, shifting brand dynamics, changing consumer expectations, and new demands for experience, LSENNA sought further transformation and growth. We conducted a comprehensive review of its brand system, explored its core brand DNA, and established a renewed value proposition: “A New Lifestyle of Refined Baking.”
For the logo redesign, we translated the essence of “refined baking” into a visual language. The identity consists of two key elements: the “L” symbol and the wordmark.
The “L” represents the initial of LSENNA, while also embodying the pursuit of a better Life—a passion for creating meaningful and beautiful everyday moments. This sense of dedication and authenticity reflects LSENNA’s decades-long commitment to craftsmanship and uncompromising quality. We integrated this spirit into the symbol through a contemporary approach, creating a form that is minimal yet dimensional, sophisticated yet full of texture.
The wordmark adopts a geometric sans-serif typeface with balanced proportions and soft, refined strokes. The subtle combination of uppercase and lowercase letters adds a sense of warmth and personality, creating a balance between uniqueness and accessibility. This allows the identity system to adapt seamlessly across diverse bakery products and consumer scenarios, building a versatile brand atmosphere with a modern sense of quality.
Facing the evolving landscape of the Changsha market, shifting brand dynamics, changing consumer expectations, and new demands for experience, LSENNA sought further transformation and growth. We conducted a comprehensive review of its brand system, explored its core brand DNA, and established a renewed value proposition: “A New Lifestyle of Refined Baking.”
For the logo redesign, we translated the essence of “refined baking” into a visual language. The identity consists of two key elements: the “L” symbol and the wordmark.
The “L” represents the initial of LSENNA, while also embodying the pursuit of a better Life—a passion for creating meaningful and beautiful everyday moments. This sense of dedication and authenticity reflects LSENNA’s decades-long commitment to craftsmanship and uncompromising quality. We integrated this spirit into the symbol through a contemporary approach, creating a form that is minimal yet dimensional, sophisticated yet full of texture.
The wordmark adopts a geometric sans-serif typeface with balanced proportions and soft, refined strokes. The subtle combination of uppercase and lowercase letters adds a sense of warmth and personality, creating a balance between uniqueness and accessibility. This allows the identity system to adapt seamlessly across diverse bakery products and consumer scenarios, building a versatile brand atmosphere with a modern sense of quality.
作为湖南精品烘焙的代表品牌，罗森尼娜以其高品质的烘焙产品和服务体验获得广泛青睐。
面对长沙市场、品牌格局、消费客群、体验需求的变化，罗森尼娜也希望寻求进一步的提升和变化，我们对罗森尼娜的品牌系统进行全面梳理，挖掘品牌基因，提出“质感烘焙新生活”的价值新主张。
在Logo上我们也对“质感烘焙”进行视觉转译，标识分为两个部分：“L”图形标与文字。L，既是LSENNA的首字母，也代表着对“Life 美好生活”的追求与热爱。这份热爱是纯粹且坚定的，我们将这份精益求精、几十年如一的“匠心品质”融入图形之中，以现代的手法绘制，使它简洁又充满立体感、精致感，更具质感的气质。在文字上，采用了几何的无衬线体，字形线条均匀柔和，英文字母微妙的大小写组合为其增添一份趣味和亲和力，极好地平衡了个性与包容性，使其可以适配不同的烘焙产品与消费场景，营造不同的氛围。
面对长沙市场、品牌格局、消费客群、体验需求的变化，罗森尼娜也希望寻求进一步的提升和变化，我们对罗森尼娜的品牌系统进行全面梳理，挖掘品牌基因，提出“质感烘焙新生活”的价值新主张。
在Logo上我们也对“质感烘焙”进行视觉转译，标识分为两个部分：“L”图形标与文字。L，既是LSENNA的首字母，也代表着对“Life 美好生活”的追求与热爱。这份热爱是纯粹且坚定的，我们将这份精益求精、几十年如一的“匠心品质”融入图形之中，以现代的手法绘制，使它简洁又充满立体感、精致感，更具质感的气质。在文字上，采用了几何的无衬线体，字形线条均匀柔和，英文字母微妙的大小写组合为其增添一份趣味和亲和力，极好地平衡了个性与包容性，使其可以适配不同的烘焙产品与消费场景，营造不同的氛围。
