100 NEW BRANDS - CHÁOLOGY
100个新品牌 - 茶令
Brand Identity, Logo DesignDesigner: Esther LIU
Year: 2025
为了保持设计的创新性和探索精神，FUMA决定将未来的空闲时间投入到一个前所未有的项目中：完成“100个新品牌”计划。这个项目旨在通过跨越不同领域的品牌创建，从策划、定位到商业视觉的全方位考量，逐步打造出一系列从零到一的虚拟品牌。这并非仅是一项简单的创意活动，而是一个极具挑战性的探索之旅，需要我们将创意和商业智慧完美融合，开拓前所未有的领域。
我们相信，这种创新行为不仅能够激发团队的创造力，还能够为我们积累丰富的经验。通过站在客户的角度思考，我们将更加深入地了解他们的需求和期待，从而在未来的项目中以更加成熟的态度和更高的水准迎接挑战。
FUMA has decided to devote its future free time to an innovative and exploratory project called the "100 New Brands" initiative, aimed at maintaining the spirit of design. The project involves creating a series of virtual brands from scratch. It will require a comprehensive consideration of brand creation across various fields, encompassing planning and positioning, as well as business vision. This won't be a simple creative activity but a challenging journey of discovery. We'll need to combine creativity and business acumen to explore new and unprecedented areas.
We believe that this innovative behavior will not only stimulate the creativity of the team but also help us accumulate rich experience. By thinking from the perspective of our customers, we'll have a better understanding of their needs and expectations. This will enable us to meet future challenges with a more mature attitude and a higher level of expertise.
「茶令 CHAOLOGY」是一个以二十四节气为灵感脉络的新锐果蔬茶品牌，巧妙融合东方养生智慧与现代轻养生理念，通过"茶为骨，果蔬为韵"的产品哲学，为当代年轻人重新定义健康茶饮体验。品牌以"跟着节气喝茶"为核心理念，将传统时令文化转化为可感知的现代饮食仪式，每个节气严选当令食材与茶底创新配伍，在遵循自然规律的同时，用创新美学设计语言解构传统养生文化。
品牌名"茶令"既是对自然时序的致敬，也暗含"以茶传令"的当代生活主张，通过充满呼吸感的视觉系统和富有肌理感的包装设计，让每一款产品都成为连接传统与现代、自然与都市的生活媒介，使养生变成年轻人触手可及的美学日常。
"CHAOLOGY" is a pioneering fruit-and-vegetable tea brand inspired by the traditional 24 solar terms, artfully blending Eastern wellness wisdom with contemporary light-health concepts. Guided by the product philosophy of "tea as the backbone, fruits and vegetables as the essence," it redefines healthy tea experiences for modern youth. With "drinking tea by the solar terms" as its core concept, the brand transforms traditional seasonal culture into tangible modern dietary rituals, meticulously pairing seasonal ingredients with innovative tea bases for each solar term. While honoring natural rhythms, it deconstructs traditional wellness culture through avant-garde aesthetic design language.
The brand name "CHAOLOGY" (Tea Mandate) pays homage to nature's temporal order while implying a contemporary lifestyle proposition of "issuing wellness decrees through tea." Through its breathable visual system and textured packaging design, each product becomes a living medium connecting tradition and modernity, nature and urbanity - turning wellness into an accessible aesthetic daily practice for young generations.
