SEMOOD ｜ ABD Case

New definition
Healthy Light Food
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As a green and healthy light food school, SEMOOD has given light food a new definition. SEMOOD started with the staple food salad, extended the brunch meal on the fitness meal, and stepped into the field of Western fusion cuisine and creative cuisine. The consumer group also expanded from fitness and beauty to young players, partners, workgroups and families. The only constant is the use of the freshest ingredients, the most efficient processing methods, and the highest quality cooking meals. The social needs of contemporary young people are increasing, and cultural acceptance is becoming higher. Light food culture among young consumers is not only a new situation in catering, but also a new way of life and socializing.

全新定义
健康轻食派
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西木作为绿色健康轻食派，赋予轻食全新的定义。西木始于主食沙拉，在健身餐之上延展了brunch餐食，向西式融合菜以及创意菜领域迈进，消费客群也从健身爱美人事拓展至年轻玩家、伴侣、工作组群以及家庭。唯一不变的是使用最新鲜的食材，最高效的加工方式，最优质的烹饪餐品。当代年轻人社交需求增加，文化接受度变高，轻食文化在年轻消费者中，不仅是餐饮新形势，也变成了生活及社交的新方式。

EVERY DAY
IS FRESH.
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Every day is fresh and easy. This is our presentation of the Westwood brand culture.

Contemporary young people's social needs have increased, and cultural acceptance has become higher. Light food culture among young consumers is not only a new form of catering, but also a new way of life and socializing. Perfect interaction between eating and socializing, falling in love with socializing, enjoying life, and sharing delicious and fun life experience.

Light color of life
Soft and quiet
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Based on the brand positioning and culture of SEMOOD , we hope to use colors to present a natural, fashionable and fresh visual experience, and to shape the brand's temperament. The color matching of fresh green and quiet powder has a color memory point, and the overall is soft and warm, symbolizing SEMOOD 's brand culture of light lifestyle.

轻生活的色彩
柔和而静谧
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基于西木的品牌定位与文化，我们希望用色彩呈现天然、时尚、清新的视觉感受，并能塑造品牌的气质。以清新绿、静谧粉的色彩搭配，非常具备色彩记忆点，整体柔和而温馨，象征西木对轻生活方式的品牌文化。

Subtraction of fonts
More able to present the brand's attitude
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In the early stage, we carefully analyzed the structure of the strokes of the word "SEMOOD". Its structure is very characteristic. We hope that the design of the typeface can convey the brand attitude of light life and simplicity. Therefore, the typeface design should be subtraction, not addition, so as to meet our brand attitude. After clearing the direction, we went through a lot of comparison and selection, and finally came up with an ultimate, capable, simple, unique font style, durable font type, and thus continued to convey the personality of the brand.

字体的减法
更能呈现品牌的态度
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在前期我们仔细分析的"西木"两字的笔画结构，其结构非常的具备特征性。我们希望字体的设计能够传递出轻生活、简约的品牌态度，所以，字体设计应该做减法、而不是加法，这样才符合我们的品牌态度。在明确了方向之后，我们经过大量的对比与筛选，最终得出一个极致、干练、简约、独特的字体风格，经久耐看的字体类型，从而持续的传达品牌的性格。

Is a font
Also graphics, symbols
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The unique design style of the font makes it more graphic. While having font recognition, it is also a symbol of the brand, which can form a unique brand pattern and pattern, very clever, simple and beautiful.

是字体
亦是图形、符号
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字体所具备的独特设计风格，让其更具备了一些图形化的特征。在具备字体识别度的同时，它也是品牌的符号，可以形成独特的品牌纹样与图案，非常的巧妙、简约耐看。

Auxiliary system design
Colorful, fresh and natural
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The minimalist illustrations present the brand's ingredients concept. The minimalist lines represent SEMOOD's longing for life; colorful illustrations symbolize that SEMOOD uses only the most natural ingredients.

辅助系统设计
多彩、清新、天然
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以极简的插画，呈现品牌的食材理念。极简的线条代表着西木对生活的美好向往；缤纷多彩的插画象征着西木只用最天然的食材。

Minimal texture
Pass the brand's attitude towards light life
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In application design, we emphasize the texture of the object itself with minimalism, in line with the concept of natural and fresh ingredients advocated by the brand, and convey the brand's attitude towards life.

极简的质感
传递品牌的轻生活态度
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在应用设计上，我们以极简来强调物件本身的质感，符合品牌倡导的天然、新鲜的食材理念，传递品牌的生活态度。