Beni-Ocean
心海沁洋自然教育
Brand IdentityDesigner: Esther LIU
Year: 2025
心海沁洋是一个以海洋自然教育与海洋运动为核心的品牌。在这次深度合作中，我基于品牌已有的文化理念与Logo，为其系统性地提炼并完善了一整套VI体系，具体包括：文字标准（如字体规范、排版层级）、色彩体系（主色、辅助色的情绪与使用场景）、以及延展辅助图形（应用于不同媒介的视觉元素）等。
本次合作的一个关键难点在于：品牌本身已经拥有完整的Logo和基础宣传视觉素材，这意味着我不能从零开始构思一套全新的视觉语言，而是要在尊重原有识别度与风格基调的前提下，完成整体VI的系统性补充与升级。这要求每一次整体的视觉表达都必须兼顾“延续性”与“提升感”。
为此，我在前期投入了大量时间进行不同视觉方向的试验，从海洋的自然肌理、节奏感与教育和运动的属性出发，反复推敲图形、色彩与品牌气质之间的呼应关系。在经过多轮尝试与取舍之后，最终找到了那个真正属于心海沁洋的——“对”的方向：既贴合品牌已有气质，又具备足够的系统延展能力，能够支持未来在不同场景下的统一传播。
Beni-Ocean is a brand centered on ocean nature education and ocean sports. In this in-depth collaboration, based on the brand's existing cultural philosophy and logo, I systematically refined and developed a complete VI system for the brand, including: typography standards (such as font specifications and hierarchy), a color system (the mood and usage scenarios of primary and secondary colors), and extended auxiliary graphics (visual elements applied across different media), among others.
A key challenge of this collaboration was that the brand already had a complete logo and foundational visual assets for promotion. This meant I couldn't start from scratch to conceive an entirely new visual language. Instead, I had to complete a systematic enhancement and upgrade of the overall VI while respecting the brand's existing identity and stylistic tone. This required every holistic visual expression to balance both "continuity" and "a sense of elevation."
To achieve this, I invested significant time in the early stages experimenting with different visual directions. Starting from the natural textures and rhythms of the ocean, as well as the attributes of education and sports, I repeatedly explored the alignment between graphics, colors, and the brand's overall temperament. After multiple rounds of experimentation and refinement, I finally found the direction that truly belongs to Beni-Ocean — the "right" one: a direction that not only aligns with the brand's established character but also possesses sufficient systematic scalability to support consistent communication across various future scenarios.
