Aroseisarose, established by Ms. Teresa Cheung in 2020, stands as a beacon of high standards and quality in the beauty industry, offering a curated selection of niche global products. Committed to providing beauty and skincare solutions, Aroseisarose engages in product curation, platform sales, and community service, aiming to set trends in the niche beauty market worldwide.

From its inception, Aroseisarose has relentlessly pursued the answer to a pivotal question: What kind of impact does it seek to create for society, its users, and its readers? Therefore, our foremost challenge has been to articulate Aroseisarose's unique brand value—both functional and emotional—and to craft a distinct brand identity that encapsulates the brand's commitment to aesthetic and lifestyle excellence. Furthermore, as e-commerce evolves, Aroseisarose's brand image has diversified, presenting the challenge of transcending the conventional e-commerce model of "product seeding and selling" to establish a cohesive and impactful brand image across both online and offline experiences.

In collaborative sessions with the Aroseisarose team, HAUNS, a brand creative strategy consultancy, delved into the essence of brand image development. Anchoring on the brand image Aroseisarose aspires to project—purity—five key brand traits were identified: Authenticity, Minimalism, Harmony, Clarity, and Integrity. By adopting the perspective of "the undefinable self" for the brand's target audience, the overarching brand concept of "Essence" was distilled. At this juncture, Aroseisarose embraced a sense of mission to forge an alternative world that is superior, purer, and tailored for the individual. In this envisioned world, choices are made purely for oneself, leading to contentment and personal growth, enabling one to fully embody their true self—this is the ideal world Aroseisarose aims to construct for its audience.

In the rebranding process of Aroseisarose, we focused on creating a comprehensive visual system through the harmonization of various brand touchpoints, including logos, colors, typography, imagery, layout styles, and textures. The cornerstone of this brand identity system lies in revisiting and redefining the pathways through which Aroseisarose has built its brand recognition assets. By emphasizing the digital mediums through which the audience interacts with the brand—developing color impressions, shaping imagery styles, cultivating reading styles, and enhancing tactile sensations—we aimed to craft a distinctive journey from brand recognition to brand cognition, establishing Aroseisarose's unique brand assets and a holistic brand experience.

In differentiating Aroseisarose in the crowded digital landscape, emphasizing the brand's unique color assets became a priority. The color, Aroseisarose pink, was carefully chosen to best represent the essence of a rose, embodying subtlety and romance. The presence of this low-saturation pink lends calmness and gentleness to the visual presentation, resonating with Aroseisarose's intention to accompany its audience's lives in a more serene and tender manner. By weaving this color impression into the brand's visual tone, Aroseisarose pink becomes an integral part of the brand's communication core, subtly present across all brand channels.

Imagery, akin to color, has the power to evoke perception and memory without the need for textual interpretation. Considering the indispensable role of imagery in digital communication, we strategized five distinct brand image styles tailored to various purposes, ensuring that images for product communication and brand identity reinforcement work in synergy. This approach allows Aroseisarose pink, coupled with relaxed, casual, and lifelike scene imagery, to forge a unique brand signature.

For the revamped English logotype, a contemporary serif font served as the foundation for the transformation, mirroring the lifestyle ethos Aroseisarose consistently communicates. This redesign also aimed to 'lighten' the logotype, featuring finer horizontal lines and more streamlined trailing strokes. Moreover, the logo's significance extends beyond readability; by reducing its visual weight, the logo achieves greater spatial freedom, refocusing the viewer's attention on the imagery. The logo's graphic interpretation introduces an ellipsis, hinting at an ongoing dialogue between Aroseisarose and its readers and inviting them to co-create the brand's future narrative.

This comprehensive visual narrative is cohesively integrated through meticulous layout planning and the strategic use of text, employing contemporary typefaces that exude simplicity and elegance, such as Song-style (FZFengYaSong) and Sans-serif style (FZLanTingHei) fonts. From embedding brand messages with concise, impactful headlines to presenting elegant, genuine, and leisurely product experiences, Aroseisarose ensures that its readers consistently engage with the brand's narrative, whether they are navigating product browsing scenarios or delving into Aroseisarose columns. Beyond the digital brand experience, the selection of packaging and materials reflects an environmental consciousness and a rich tactile quality, bridging the gap between online and offline experiences. The ceremonial unveiling of Aroseisarose products and their tactile engagement enable the brand's essence to be tangibly perceived and continually enriched.

Aligned with Aroseisarose's core principles of "Embrace Your True Self, Blossom with Aroseisarose" and the overarching brand concept of "Essence," HAUNS has redefined Aroseisarose as a brand characterized by its narrative depth, purity, and a rich palette of colors. This transformation not only reshapes the consumers' journey of exploration, recognition, and trust in Aroseisarose but also ensures that the brand's core essence of embracing and flourishing in one's true self resonates more deeply with its audience, infusing the brand with a more perceptible and vibrant life force.