Suofeiya Cabinet Customization Expert Visual Identity 2020

Designers: Suofeiya Group Design Centre, Suofeiya Home Collection Co., Guangzhou, Guangdong, China China
Client: Suofeiya Home Collection Co., Guangzhou, Guangdong, China

Since its establishment in 1981, Suofeiya has been focusing on the customization of home cabinets, and strives to bring the beauty of the world into home designs.

In the context of China's consumption upgrade, consumers have higher requirements for furniture customization. Facing serious homogeneity of products and brand positioning in the China custom furniture industry, Suofeiya seeks new breakthroughs by focusing on promoting the best-selling product - custom cabinets. Suofeiya provides comprehensive and simple furniture customization services that allow consumers to own a customized home in a easy process.

With simplicity as the core of design, we design this visual identity system to enhance brand recognition.

The basis and key visual of the new brand design is the logotype which evolved from the shape of camera aperture, meaning " capture a snapshot of the beauty of life"; Brown and apricot are carefully selected as the two main colours, which embodies traits such as elegant and mature. Combining clean graphic composition and golden embellishment, the design language is applied to seven systems such as office supply, packaging, wayfinding, etc. The new visual identity system allows the brand image of Suofeiya to be integrated into all aspects of daily life and conveys a simple and elegant brand attitude.