报喜鸟品牌升级：国民男装品牌的新生活力

SAINT ANGELO

报喜鸟

SAINT ANGELO is a Chinese household name of formal wear established in the 90s trying to adapt to the current commercial trend. In 2020, they launched ULTRALIGHT, a line of semi-casual wear targeting the younger generation, for which we were hired to design the new brand image. After analysing the legacy of the brand, we decided to put our focus on the idea of “XI”, which means happiness in Chinese, and use a more fashionable visual style to make the brand more memorable.

90 年代成立的报喜鸟，在中国有着家喻户晓的知名度。为适应当下新的消费趋势，2020 年设立 ULTRALIGHT 产品线，针对新生代消费者，主打休闲轻正装概念。我们受客户委托，配合进行报喜鸟视觉形象升级。经过梳理现有的品牌沉淀，我们立足“囍”的文化符号，通过新潮的视觉风格，帮助品牌找到清晰的记忆锚点。

CREATIVE DIRECTOR: Zhang Lianggang 张椋刚

CLIENT: SAINT ANGELO 报喜鸟

PRESENTED BY: CES 创元系（原奇点传达）