Mountain Family 山族
Client: 极智飞扬
Designer: Sophie、YZ.W
Scope: 标识设计
Year: 2024
山族，是一个定位于中青男士的户外休闲服饰品牌。山族的品牌个性是低调内敛的也是自律、自强、自我的。重在强调产品的前沿面料选用、功能性的裁切及人性化的设计，而产品标识则极为克制应用。作为一个目光锁定在用户体验的服饰品牌，能够被用户使用接受并穿越周期的保留下去是山族的目标。
我们根据山族的特点设计了新的品牌形象，将穿越周期性的特点融入同时，让山族群体与高山的关系在迈步的形象中得以展现。我们将视线拉回至史前文明，从最初的人类在自然中的活动开始回溯，参考洞穴艺术、部落图腾、山石壁画等绘画艺术形式。采用岩画图形这一超越语言文字本身的形态进行对品牌纯粹直接独有的释义。这样一个正在攀登、追逐、有目标的在做一件事情的人形标识。是每个向往自然的人心中驰骋在天地间最理想的状态；同时也是以山族品牌的视角看待人与自然共存的具像化记录。
标识中的迈步也表达了山族是一个热爱自然、走到户外拥抱自然并敬畏自然的品牌，在户外服饰的道路上，是一个对于功能科技的探索、研发与创新有着不断进取的态度的品牌。
Mountain Family is an outdoor leisure clothing brand targeting middle-aged and young men. The brand personality of Shanzu is low-key, introverted, self-disciplined, self-reliant, and self-expressive. It emphasizes the use of cutting-edge fabrics, functional tailoring, and user-friendly designs, while the application of product logos is extremely restrained. As a clothing brand focused on user experience, Mountain Family's goal is to be accepted and retained by users over time, enduring through cycles.
We have designed a new brand image based on the characteristics of Mountain Family, incorporating the concept of enduring through cycles while showcasing the relationship between the Mountain Family community and the mountains through the imagery of striding. We drew inspiration from prehistoric civilizations, tracing back to the earliest human activities in nature, and referenced cave art, tribal totems, and rock paintings. We used petroglyphic graphics, a form that transcends language and text, to provide a pure, direct, and unique interpretation of the brand. The logo features a human figure climbing, chasing, and striving towards a goal, representing the ideal state of freedom in nature that every nature enthusiast aspires to. It also serves as a concrete record of the coexistence of humans and nature from the perspective of the Mountain Family brand.
The striding figure in the logo also conveys that Mountain Family is a brand that loves nature, embraces the outdoors, and reveres the natural world. In the realm of outdoor apparel, Shanzu is a brand with a relentless attitude towards exploring, developing, and innovating functional technology.
