CHULEE初厘
TEAMCD：弹簧、大勇SD：dayongD：梅有、邓德、 何熙CW: 大东、王二YEAR: 2021CLIENT: Chulee初厘蛋糕SERVICE：品牌形象设计
Classic Roots, Warm Moments — Chulee Classic European Cake Brand.
Using universal symbols to interpret Chulee aesthetics.
“Classic” and “warmth” are both relatively abstract concepts, making them difficult to associate directly with a specific visual form. Therefore, the core challenge in creating the Chulee brand identity was: How can abstract ideas be transformed into concrete visual expressions?
Warmth:We believe warmth is both a physical sensation and an emotional experience — the warmth of candlelight, the warmth of family, the warmth of affection, and the warmth of sunlight. It can also be 38°C — the ideal temperature of freshly baked goods just out of the oven, releasing their aroma and awakening the energy of a new morning. Or 20°C — the temperature that feels most comfortable, where even the distance between you and someone else feels just right. Therefore, we adopted a symbol that is universally understood around the world — °C — to represent the concept of warmth.
Classic:To us, “classic” does not mean retro or outdated. Instead, it refers to culture refined and preserved through time. It may appear in tangible forms such as objects, music, or paintings, or in cultural symbols — for example, a timeless typeface like Helvetica.
Ultimately, we chose the classic Helvetica Neue typeface as the brand’s standard typography, and added a small circle before the brand name “Chulee” to symbolize the degree (°) sign — subtly referencing °C and reinforcing the concept of warmth.
Using universal symbols to interpret Chulee aesthetics.
“Classic” and “warmth” are both relatively abstract concepts, making them difficult to associate directly with a specific visual form. Therefore, the core challenge in creating the Chulee brand identity was: How can abstract ideas be transformed into concrete visual expressions?
Warmth:We believe warmth is both a physical sensation and an emotional experience — the warmth of candlelight, the warmth of family, the warmth of affection, and the warmth of sunlight. It can also be 38°C — the ideal temperature of freshly baked goods just out of the oven, releasing their aroma and awakening the energy of a new morning. Or 20°C — the temperature that feels most comfortable, where even the distance between you and someone else feels just right. Therefore, we adopted a symbol that is universally understood around the world — °C — to represent the concept of warmth.
Classic:To us, “classic” does not mean retro or outdated. Instead, it refers to culture refined and preserved through time. It may appear in tangible forms such as objects, music, or paintings, or in cultural symbols — for example, a timeless typeface like Helvetica.
Ultimately, we chose the classic Helvetica Neue typeface as the brand’s standard typography, and added a small circle before the brand name “Chulee” to symbolize the degree (°) sign — subtly referencing °C and reinforcing the concept of warmth.
以经典，致温暖——初厘经典欧式蛋糕品牌。
巧用公共符号，诠释初厘美学。
经典和温暖都是相对抽象的概念，很难直接联想到某个具象的图形，因此初厘品牌形象的创作的核心命题是：如何将抽象的概念转化成具象的图形表达？
温暖：我们认为温暖既是一种客观的触感，也是一种主观的情感，如烛光的温暖、家庭的温暖、亲情的温暖、阳光的温暖。也有38℃——烘焙出炉后的最佳温度，散发新鲜的香味，唤醒每个清晨该有的元气。20℃——最让人觉得舒服的温度，就连与你的距离，也显得刚刚好。因此我们找到了一个全世界都通用的符号——℃去表达温暖的概念。
经典：我们认为经典并不是复古、陈旧的意思，而是久经时间沉淀下来的文化，可以是具象的物件、音乐、绘画等，也可以是某种文化符号，如一种经典的字体——helvetica.
最终，我们用经典的helvetica Neue字体作为品牌标准用字，并在品牌英文名“Chulee”前添加一个小圆圈以表达℃的概念。
巧用公共符号，诠释初厘美学。
经典和温暖都是相对抽象的概念，很难直接联想到某个具象的图形，因此初厘品牌形象的创作的核心命题是：如何将抽象的概念转化成具象的图形表达？
温暖：我们认为温暖既是一种客观的触感，也是一种主观的情感，如烛光的温暖、家庭的温暖、亲情的温暖、阳光的温暖。也有38℃——烘焙出炉后的最佳温度，散发新鲜的香味，唤醒每个清晨该有的元气。20℃——最让人觉得舒服的温度，就连与你的距离，也显得刚刚好。因此我们找到了一个全世界都通用的符号——℃去表达温暖的概念。
经典：我们认为经典并不是复古、陈旧的意思，而是久经时间沉淀下来的文化，可以是具象的物件、音乐、绘画等，也可以是某种文化符号，如一种经典的字体——helvetica.
最终，我们用经典的helvetica Neue字体作为品牌标准用字，并在品牌英文名“Chulee”前添加一个小圆圈以表达℃的概念。
