UC Naturel Aroma Lab, China by Leaping Creative

感谢 立品设计 予 gooood 分享以下内容。更多关于：Leaping Creative on gooood.
Appreciation towards Leaping Creative for providing the following description:

 

以“圆”为核心的品牌精神
Brand Spirit — “Circle” as the Core

品牌精神先于空间场域被提炼出来，作为空间营造的依据。云惜是纯天然芳疗个护品牌，立品以“自然能量译者”为核心概念，帮助云惜梳理和建立具有差异化的品牌体系。空间体验场景、品牌视觉、产品包装及品牌文化内容均围绕这一概念，从不同维度演绎品牌精神。解码自然能量，“香气”之于人的身体经验和情感记忆，能在不同的接触场景下启发新的感知，通过连接、汲取自然力量达到身心的平衡治愈。在视觉系统和芳疗产品之外，如何通过空间营造出能帮助个体感知自然能量的场域？

By taking “translator of natural energy” as the core concept, Leaping Creative helped establish a differential brand image for aromatherapy skincare brand UC Naturel from brand visual identity, product packaging to brand culture were all centered on this concept, to interpret the brand’s spirit from different dimensions. UC Naturel offers an extensive line of products of the finest quality utilizing plant-based and laboratory-made ingredients proven to provide outstanding results. In addition to visual identity system and aromatherapy products, another key consideration of this project was to figure out how to create a space that people’s mood can be lifted by aroma experience.

▼视频，video ©立品设计

云惜首个线下艺术空间位于广州时代方洲创意园，临江而落，依水而立。项目选址恰恰位于整个半岛的最前端，创始人希望在这里打造一个安静、与自然对话的精神场所。

Sitting by the river, the first brick-and-mortar art space of UC Naturel is sited in Times Ark Creative Park in Guangzhou. The project’s site is right at the tip of a peninsula. The brand’s founder hoped to create a quiet, spiritual place that dialogues with nature.

▼项目鸟瞰，aerial view of the project ©黄早慧

面对宽阔的河面及对岸湿地公园生态景观，立品将原本建筑的外立面改造成黄沙色调的均质界面，极简的几何体块大量留白，结合微微透光的窗口，犹如艺术装置般落在河岸边，质朴而静谧。

The project faces the broad river and a wetland park on the opposite bank. Leaping Creative transformed the original facade of the building into a sandy-toned one. Combined with a light-permeable window, it shows a rustic and serene atmosphere on the riverbank.

▼建筑外立面，exterior view of the building ©黄早慧

▼原外立面被改造成黄沙色调的均质界面，
the original facade of the building was transformed into a sandy-toned one ©黄早慧

整体建筑共三层，一层为艺术展厅，二三层为品牌办公区域。在相对有限的空间里，艺术展厅除了实现几大基本功能，更多是回归人的体验情绪，让人和气味成为空间的主角。

The architecture is divided into three floors. The first floor is a showroom, while the second and third floors are office areas. In this relatively limited space, the showroom not only satisfies basic functions, but also highlights people’s emotional experience.

▼空间轴测图，
Axonometric drawing ©立品设计

在立品为云惜重新梳理的品牌精神内核中，圆代表了大自然的力量，圆的稳定给人感官的宁静与慰藉。树木的年轮、星球、涟漪……圆的形态蕴含着大自然生生不息、循环以往的规律和哲理，这种持续恒久的力量成为云惜品牌的核心精神，并最终以“圆”作为视觉系统核心概念，生成与产品原料、工艺、香气、体验一一对应的四个维度。

Circle, the core of UC Nature’s brand spirit proposed by Leaping Creative translated from the forms of trees rings, planets, ripples and more, representing the law of the endless cycle of nature. Thus, its constant energy becomes the core spirit of the brand. Circle is incorporated into the brand’s visual identity system as a key element, corresponding to four aspects — ingredients, process, aroma and experience.

▼品牌视觉概念，
Brand VI concept ©立品设计

▼空间布局推导，
Spatial layout generation ©立品设计

延续云惜的视觉系统核心概念——圆，空间布局也如大小不同“圆”的组合，利用中间几面轻巧而高低错落的弧形墙面形成隔断，围而不合，让气味在空间中更好地流动，让人的情绪感知变得流畅而连续。

The core concept of “circle” is also applied to spatial organization. The layout of space is shaped by a combination of several “circles” of varied sizes. The lightweight curved walls of different heights in the middle create partitions, which enclose the space but not isolate it. Thus, the aroma flows more freely in the space, and visitors can enjoy an uninterrupted flow of experience.

▼弧形墙面形成隔断，围而不合，
curved walls which enclose the space but not isolate it ©黄早慧

 

以“透光的容器”为概念打造空间场域
Brand Space — A “Light-permeable Container”

立品以“透光的容器”为概念，打造了一个可呼吸的光影盒子。“光”的引入，让空间氛围变得细腻有层次。随着一天中阳光的角度、强度、色相的不同，空间依序充满了丰富的光影变化。下午时分，当一层展厅被金黄色的夕阳浸润时，河面的波光粼粼、室外树影斑驳也映射到空间内，大自然以更感性的形式被“收集”进来，并最终以夕阳西下后，建筑外立面的微光渐渐亮起，完成了一整天光影和空间的微妙对话。设计师也仿佛成了自然调香师，利用不同的肌理表达光、水、木、石、风等元素，让空间成为通透的自然容器。

The concept is adopted to create a light-permeable space. The introduction of light enriches the delicate atmosphere in the interior. As the angle, intensity and hue of the sunlight vary during the day, the space is filled with rich changes of light and shadows. At dusk, when the showroom on 1F is lit by the golden sunset, the sparkling river and the dappled tree shadows outdoors are also brought into the space. Nature is therefore “collected” in the space in such a sensual way. When the sun eventually sets and the building facade gradually lights up, the subtle dialogue between daylight, shadow and space is consummated. Like a natural perfumer, the design team interpreted light, water, wood, stone, wind and other elements with different textures, thereby turning the space into a light-permeable container of nature.

▼空间以“透光的容器”为概念，
The concept is adopted to create a light-permeable space ©黄早慧

“容器”除了是物理概念，我们也将其比喻成心理空间。一种朴素又安静的侘寂美学结合环保材料营造出柔和的空间基调。云惜强调通过呼吸感受天地万物，立品则利用物理空间的“去繁就简”来引导心理空间的放空，以达到心灵对自然能量的吸收及精神疗愈。

Simple and serene Wabi-sabi aesthetics is combined with sustainable materials to create a soft atmosphere in the space. Through creating a concise style space, Leaping Creative intended to encourage visitors to absorb natural energy in a peaceful atmosphere.

▼空间成为通透的自然容器，
the space is a light-permeable container of nature ©黄早慧

承载产品体验的中岛台成为空间的功能核心，以树影肌理金属板做成的logo墙为背景，围绕中岛台定点铺设水磨石，形成向外零星发散的效果，也象征香气扩散和能量传递。

The central island is a core functional area for offering product experience, with a bronze metal logo wall with leaves ornament（by a corrosion way）forming its background. Terrazzo pieces are scattered around the island, which symbolizes the diffusion of aroma and transfer of energy.

▼承载产品体验的中岛台成为空间的功能核心，
The central island is a core functional area for offering product experience ©黄早慧

▼水磨石岛台，Terrazzo island ©黄早慧

▼空间细部，
details of the space ©黄早慧

空间的另一侧是调香区，背景墙上云惜创始人的配方手稿，记录着品牌一路走来的产品开发历程，成为整个空间的场所精神，层叠排列的原料瓶和原木操作台，还原云惜产品开发的配置场景，鼓励来访者亲自感受植物香精的能量。

On the other side of the space is the aroma blending area. Formulation manuscripts written by UC Naturel founder are displayed on the background wall, recording the brand’s course of product development and carrying the spirit of the space. The stacked bottles of ingredients and the wooden operating counter recreate a scene of the brand’s product making process, encouraging visitors to experience the floristic aroma and energy.

▼调香区，
aroma blending area ©黄早慧

▼细部，
details ©黄早慧

阳光同样不吝啬于在体验的后端带来温暖的力量，以斑驳的树影与水磨石地面的融合开启整个空间的清晨。分享区可举办与品牌或者香气体验有关的活动，与其他功能区域共同构成完整的体验动线和空间场域。

In the early morning, the sunshine also introduced in the back end of the space, with dappled tree shadows flicking on the terrazzo flooring. This shared area can be used for brand-related events or aroma experience activities. Together with other functional areas, it forms a complete experiential circulation and spatial realm.

▼空间中的曲线元素，
curved elements in space ©黄早慧

▼光影效果，
light and shadow ©黄早慧

连接三层空间的旋转楼梯，也是在垂直维度上对“圆”的演绎。源自品牌崇尚自然环保的理念，楼梯使用的老山木来自广东老房子翻新时拆下来的房梁龙脊，原本废弃的材料被赋予了二次生长的魅力，从一层空间开始盘旋而上，具有力量感的体块和优雅的弧线结合，在光斑水影的映射之下，强化了空间的浪漫主义。

The spiral staircase connecting the three floors is a metaphor of “circle” in the vertical dimension. In response to the brand’s philosophy of nature advocating and sustainability, the staircase is made of wooden beam and ridge components recycled from local renovated old houses. Spiraling up from the first floor, the powerful blocks and elegant curves, combined with dappled lights and the view of the outdoor river, add a romantic ambience to the space.

▼连接三层空间的旋转楼梯，
The spiral staircase connecting the three floors ©黄早慧

▼旋转楼梯细部，
detail of the spiral staircase ©黄早慧

二三层空间作为品牌办公区域，以线性语言构成理性的空间秩序，暗喻品牌在产品研发用料和工艺上的严谨，光与水影的引入，又赋予这个空间不失柔和之美。

The second and third floors are the brand’s office designed in a rational spatial order, indicating the brand’s rigorous attitude towards product development, material selection and techniques. Daylight and outdoor waterscape are brought into the space, endowing the space with a soft aesthetic.

▼品牌办公区域，brand’s office ©黄早慧

整个空间独享时代方洲半岛的静谧与灵动，除了“引入”，我们还希望来访者可以“走进”自然，与自然进行一场简单的对话，原来对心灵的疗愈还可以是享一席清风拂面，光影交叠。

The entire space enjoys the tranquility and dynamism of the peninsula. Leaping Creative also designed a leisure area to encourage visitors to stay outdoor. By enjoying gentle breeze and the interplay of light and shadows, they get their mind healed by nature.

▼线性语言构成理性的空间秩序，
the brand’s office designed in a rational spatial order ©黄早慧

▼办公区细部，
detail of the office area ©黄早慧

 

品牌视觉，情绪治愈符号
Brand Visual Identity — Emotionally Healing Symbols

作为纯天然芳疗护肤品牌，云惜一直强调萃取自大自然的香气能给人疗愈作用。基于大量的市场调研和前策，立品为云惜提炼“连接、自然、成长”的品牌关键词，以蕴含自然力量和生机的“圆”为核心概念，结合自然植物的造型转译，视觉化表达原料、工艺、香气和体验交织出的情绪疗愈状态：舒缓治愈、放松平和、愉悦舒展、平衡专注。

As an aromatherapy skincare brand, UC Naturel emphasizes the healing effect of aroma extracted from nature. Based on extensive market research and investigation, Leaping Creative proposed three brand keywords — “connection, nature, growth” for UC Naturel, as well as the core concept of “circle”, which represents the power and vitality of nature. By incorporating those ideas and translating plant forms, the design team expressed products’ ingredients, making process, aroma and experience through visual symbols, to highlight their healing, calming, relaxing and balancing effects.

▼品牌设计，branding ©黄早慧

情绪治愈图形的动态生成过程，创造出了一种有别于空间语言的平面诗意美学，这些符号被运用于产品包装，不仅将情绪治愈通过视觉风格化，也对产品进行了系统化的梳理。围绕云惜崇尚自然环保的出发点，产品外包装到礼盒包装均采用环保材料及工艺设计，从不同维度实现云惜品牌“自然能量译者”的价值传达，触发人与自然关系的深刻思考。

Leaping Creative visualized the emotionally healing symbols in a two-dimensional vision, representing the healing, calming, relaxing and balancing effects of the products. These symbols were used on the product packages, which were also categorized according to this rule. Starting from nature and environmental protection, product packaging and gift boxes are designed with the adoption of sustainable materials and techniques. The brand’s values and positioning as a “translator of natural energy” is conveyed from multiple dimensions, triggering deep contemplation about the relationship between human and nature.

▼夜景，
night view ©黄早慧

▼剖面图，
section ©立品设计

项目名称：云惜香气研究所
项目地点：中国 广州
设计总监：郑铮 Zen
体验策略：陈常 CC
空间设计师：刘永成 Wilson、杨鹏辉
品牌及包装设计：吴嘉纯、李因杰、关舒菱、纪喆铭、冯嘉荣、黄嘉仪
施工监理：杨鹏辉、陈李伟、李浩明
项目经理：荆盈莹
材料管理：余柏泉
特别感谢
项目客户：云惜
项目摄影：黄早慧

Project name: UC Naturel Aroma Lab
Project location: Guangzhou, China
Design director: Zen Zheng
Experience strategy: CC Chen
Spatial designers: Wilson Liu, Penghui Yang
Brand VI and package design: Jiachun Wu, Yinjie Li, Shuling Guan, Zheming Ji, Jiarong Feng, Jiayi Huang
Construction supervisor: Penghui Yang, Liwei Chen, Haoming Li
Project Manager: Yingying Jing
Material management: Boquan Yu
Client: UC Naturel
Photographer: Zaohui Huang

More: 立品设计。更多关于：Leaping Creative on gooood.