Creating higher inspirations
Brand Identity for Chi
Chi is a new brand that offers access to a marketplace of home and lifestyle products. On the rise to create and maintain an identity, Humana collaborated with Chi to develop their brand strategy and website. The goal was to create a more magnetic, relevant, and inspiring shopping experience for its guests that addressed the need for innovation, simplicity, and joy.
Humana has developed a succinct brand idea that acts as a three-word manifesto for the label — “Creating Higher Inspirations”. The concept is based on the belief that buying is an expression of personality, rooted in individual feelings and personal inspiration. Bringing this to life, the logotype emphasizes the three letters of the brand — CHI- combined with the apostrophe our purpose was to present a statement of energy increasing.
Creating Higher Inspirations.
It was essential to adopt an achromatic color palette that could fit the ideas behind the brand. We opted to select the green color, which, combined with the brown color, allows us to express a feeling of tranquility and naturality. The different color elements work together to create a minimalistic visual language that conveys the manufacturing side of the brand. The typeface applied, with straight edges corners, presents solidly what the brand aspires to become. The label opens to explore its inside energies, with a sense of serenity and calmness transmitted by the lowercase type. A key focus while developing the identity was to take into account the brand market where it operates. As a result, was adopted an Asian typeface with a subtle contrast between the English.
By working with Chi to define its brand identity, we clarified the forces that shape its brand by designing an inspiring journey intended to establish meaningful connections with customers. The goal of the practice framework was to create a user experience that is universal, warm, and engaging, but also premium to the clients while shopping online.
