Suofeiya Whole House Customization Visual Identity 2019

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

Suofeiya is a furniture brand focused on customizing the whole house. The brand's attitude is to persevere its brand philosophy, rather than follow the trend.

In the context of China's consumption upgrade, Suofeiya has solved various demands of consumers for customized personalized home. And Suofeiya whole house customization pays more attention to the relationship between space, life and people, which makes it unique among many custom home brands.In response to Suofeiya whole house customization concept, we have designed a complete visual identity system to convey the brand attitude to consumers.

The new logotype is inspired by “elegant tonality” and “endless exploration”, therefore, elements extracted from the letter “S” and symbol "∞" are combined into a logo. A set of architectural geometric graphic implies the 6 Chinese philosophical understanding of home,
forming the core of visual identity.

The result is a coherent design language combined with a clear colour code which together
serves as the base of the brand design from the stationery to outdoor advertising.