• 2016

  • Communication

Commissioned By:

Hongsheng Group

Designed In:


Kellyone is a healthy fruit and vegetable beverage brand, aiming to attract consumer groups characterized in personalization, fashion, and dynamic lifestyle. The generations after the 1980s and 1990s value an open and direct individualistic character. Therefore, we positioned the core brand value as “explicitness”.

  • 'Explicitness' represents the behavior and values of the generation after the 1980s and 1990s. However, it is difficult to implement the core brand value for the actual product. In order to build an “explicit” design character, we implemented straight lines and mellow curve lines to intuitionally convey the character of the consumers, known as openness, straightforwardness, and individualism. It endows consumers an interactive experience featuring simplicity, explicitness, mildness, and effectiveness. The simple design coincide with Kellyone's core brand value 'direct'. The mellow curve design brings a visual enjoyment, which illustrate underlying motivation and implicit affection.