微一 Fine Spring Water


  • 微 一

  • 山 | 泉 | 水

  • “微一”的理念出自《正义》。

    “五行之体,水最微,为一。”
    ——品牌的概念讲述“水”作为万物最基本的组成元素之一。

    在视觉方案上,我们希望能精准地表达出水的本质,与五台山山泉所携带的文化底蕴,所以我们相应提取了“水滴”作为该设计的主要元素。

    我们改变了传统衬线在上的规则,让笔末的衬线设计化为一滴水,附着在笔画之下。似凝还滴的刹那,便是禅之空灵所在。
    主色接近传统色谱中的穹灰色,取水为天地第一要素之义,穹苍之辽阔与水之本真融合,无垠而通透。




  • ‘Weiyi’ the brand name comes from a line in the book “The Standard Annotations”. 

    “Among the five elements, water is the most essential one despite its subtleness.” 
    The concept of the brand aligns with the quotation. Water is ingenious yet profound.

    In our visual representation, we wish to bring out the most of water and the cultural background behind Mount. Wutai.
    We use water drop as our main design motif and replace certain serifs with hanging water drops. The state where water is about to drop maximizes the zen quality and the meaning that water projects.




  • 微 一

    Design Direction: Jessie N.
    Senior Designers: Jaxson D.​​​​​​​
    Graphic Designer: Yan C.
    Motion Graphic Designer: Sprite Y.​​​​​​​
    Photography: Jessie N., Jaxson D.​​​​​​​


    Thank You.