Chunli and Kingkong
春丽和金刚
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Chunli and Kingkong is a pub brand catering to the current youth trends. The combination of the two absurd yet amusing characters, aims to create a sense of conflict for it is not only the source of fashion, but also the key word for the life of the young Generation Z.Chunli and Kingkong not only advocates the convergence of male and female roles of different styles, but also the integration of different cultures and lifestyles. The overall design of brand vision centers on the concept of conflict. Symbols of star and lightning are extracted from the Chinese characters of Chunli and Kingkong, and the design is matched with colors of rose red and fluorescent yellow.
The effort makes the representation of conflict more visualized and diversified, and endows it with extra changeable features, so that it is not limited to the characters and images of Chunli and Kingkong. As for visual communication, the design integrates the extracted lightning and star into a series of trend symbols, and applies visual images to different media and products of the brand. This effort contributes to the brand’s explicit and unified identity, and strengthens the fashionable brand image favored by contemporary young generations.
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春丽和金刚是针对时下年轻潮流的小酒馆品牌。将有着荒诞趣味的两个角色合二为一，是希望营造一种冲突的感受，冲突是时尚潮流的定义，更是z世代年轻生活的关键词。春丽和金刚一方面展示的是不同风格男女角色的对应，更是不同文化，不同生活方式的融合。
品牌视觉的整体设计围绕冲突的概念展开，设计将春丽和金刚的文字形态提取了星星和闪电的符号，并赋予了玫红和荧光黄两个配色，让冲突的演绎更为抽象，并且具有多变的延展力。在视觉传达上，设计将提取的闪电和星星融入了一系列的潮流符号，并将视觉画面沿用到了空间不同的媒介和产品上，使品牌具有明确统一识别的同时，契合了当代年轻群体崇尚的潮流时尚。
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