ART DIRECTOR: Nod Young / Guang Yu DESIGNER: Xu Mingru / Han Lu / Liu Xianping YEAR: 2022 CLIENT: SONG SHAN

As the name suggests, Songshan Cotton Store originates from Songshan. Songshan represents reverence for nature and serves as an exploration of Eastern mountain and forest culture. It embodies vastness, loftiness, intricacy, and expansiveness. From a product perspective, Songshan has always advocated for a green, healthy, and natural way of life. Whether it's the selection of cotton or the methods of printing and dyeing, the brand sees organic and nature-friendly principles as possibilities for catering to a high-quality lifestyle. Subsequently, we have incorporated the language of nature into the brand image design of Songshan Cotton Store, allowing for an interpretation of nature and a profound understanding of Songshan.

The logo of Songshan Cotton Store features an organic and irregular polygon, resembling the crown of a pine tree or resilient rocks in the mountains. It possesses distinct edges and a profound rusticity. The arrangement of the typography for Songshan Cotton Store is particularly unique: "Songshan" is arranged vertically, while " Cotton Store" is arranged horizontally. Apart from enhancing textual recognition and adding visual interest, the true purpose behind this arrangement is to leverage the unique vertical layout structure of the East. Through modern interpretation, it helps convey the brand's spirit. In practical applications, the logo of Songshan Cotton Store can be rotated and mirrored to create over ten different forms, corresponding to various product categories. This not only enhances graphic memorability but also allows consumers to fully experience the richness and diversity of the brand's products.

In the design of product packaging, we boldly utilize imagery as the background to create a sense of natural space akin to the mountains and forests of Songshan. When consumers choose products from Songshan Cotton Store, they will instantly feel a sense of detachment, transcending from the bustling city to the lush greenery of the woods. This natural, refreshing, and serene ambiance precisely captures the core value that Songshan Cotton Store aims to convey.

松山棉店的标识为一个有机的、不规则的多边形，它神似松的树冠，山间的顽石，不仅有着分明的棱角，更有浑厚的质朴。松山棉店的字体排列方式是非常特殊的，“松山”二字竖排，“棉店”横排，除了增加文字的识别性和阅读的趣味之外，其背后的真正目的是将东方特有的竖排版式结构，在现代手法的演绎下，助推品牌精神的传达。松山棉店的标识，在应用中可以通过旋转和镜像的方式，衍生出多达十余种的形态，以此对应不同的产品门类，在提高图形记忆度的同时，也让消费者充分体会品牌产品的丰富、多元。

在产品包装设计中，我们大胆地使用图像铺底营造山林的空间感，将松山的自然气息以最直接的方式进行呈现。当消费者在选购松山棉店的产品时，会瞬间油然而生一种的抽离感，从喧嚣的都市一步穿越至郁郁葱葱的山林之间。这种自然舒爽、开阔淡定的情绪，也正是松山棉店要想传递的核心价值。