遠陽enyo｜日本日用百货消费品品牌｜品牌设计

项目 | 遠陽enyo

品牌设计 | 必然品牌设计工作室

服务内容丨品牌梳理 | 品牌VI识别丨品牌物料 | 包装设计| IP设计

未经允许禁止转载｜禁止商用｜禁止二改

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项目背景

遠陽（ENYO）是以日本文化为根基的日用消费品电商品牌，秉持“永恒繁荣，文化共生”理念，通过传统美学与现代极简设计的融合，打造兼具文化深度与时尚质感的日用品体系。品牌以青海波、十六菊、花火等经典文化符号为母体，运用几何化重构手法，创造出标志性的“无限繁荣”图腾，形成高辨识度的视觉系统。主色调以炽烈火焰红、深邃黑与纯净白构成极简高对比配色，既延续传统日式“赤与墨”美学精髓，又契合全球现代审美趋势，传递生命力、稳重与包容的多元内涵。通过日出、花火、扇子等意象，品牌将温暖绚烂的生活愿景融入产品设计，满足消费者对品质生活与情感共鸣的双重需求。差异化策略上，以重复韵律纹样构建“视觉锤”效应，强化品牌记忆；通过“遠陽で、いいものをより安く！”（在遠陽，以更优价格收获美好）传播口号，结合动态纹样海报、沉浸式快闪体验及传统文化IP联名，将产品转化为美学载体，推动功能消费向情感共鸣升级。最终以系统性符号战略打破文化边界，既彰显传统符号的历史底蕴，又以现代设计语言焕新文化基因，实现商业价值与文化共生的双重突破，让美学在当代生活中持续绽放繁荣生机。

ENYO is a daily consumer goods e-commerce brand based on Japanese culture, adhering to the concept of "eternal prosperity and cultural coexistence". Through the integration of traditional aesthetics and modern minimalist design, it creates a daily necessities system that combines cultural depth and fashionable texture. The brand is based on classic cultural symbols such as Qinghai Wave, Sixteen Chrysanthemums, and Fireworks, and uses geometric reconstruction techniques to create the iconic "Infinite Prosperity" totem, forming a highly recognizable visual system. The main color scheme is a minimalist high contrast color scheme consisting of fiery red, deep black, and pure white, which not only continues the traditional Japanese aesthetic essence of "red and ink", but also conforms to the global modern aesthetic trend, conveying the diverse connotations of vitality, stability, and inclusiveness. Through imagery such as sunrise, fireworks, and fans, the brand integrates a warm and vibrant vision of life into product design, meeting consumers' dual needs for quality living and emotional resonance. In terms of differentiation strategy, constructing a "visual hammer" effect with repetitive rhythmic patterns to strengthen brand memory; By promoting the slogan "Far Yang, いいもより安く!" (in Far Yang, harvest beauty at a better price), combined with dynamic pattern posters, immersive flash experiences, and traditional cultural IP collaborations, the product is transformed into an aesthetic carrier, driving functional consumption to upgrade towards emotional resonance. Ultimately, a systematic symbol strategy will break cultural boundaries, showcasing the historical heritage of traditional symbols while revitalizing cultural genes through modern design language, achieving a dual breakthrough in commercial value and cultural coexistence, and allowing aesthetics to continue to flourish and thrive in contemporary life.