Free Hoʻokūʻokoʻa Kaila Waihoʻoluʻu by Fengnan Lin

Free Hoʻokūʻokoʻa Kaila Waihoʻoluʻu by Fengnan Lin is a highly esteemed winner of the very prestigious 2022 A' Design Award Hao in Hoʻolālā Kiʻi, Kiʻi Paʻi a me Kamaʻilio ʻIke Competition Category.

HaoKiʻi· 2022

Free Hoʻokūʻokoʻa Kaila Waihoʻoluʻu

by Fengnan Lin

Client: Free

A' Design Award Hao Winner in Kiʻi Category

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Verified Award Winner

Verify Award Status for #135862

Visit Site View at A' Design Award Press Release Award Badge

Colors

The Design

About Free Hoʻokūʻokoʻa Kaila Waihoʻoluʻu

He kaila waihoʻoluʻu ʻo Free i hana ʻia no kahi hōʻailona holoholona hoʻomaʻemaʻe wahine. Ua hoʻāla hou ʻia ke ʻano puke leka ma o kahi hua palapala F i hāpai iki ʻia, e hōʻike ana i kahi ʻano ʻōpio a manaʻolana. Ua kaha ʻia nā ʻano hua palapala ʻelua e ʻo e ma ke ʻano he hoʻokahi kaha pena mau a hoʻopili pū ʻia. Ua unuhi ʻia kēia pālua i hoʻopili ʻia mai ka hōʻailona a hoʻohana ʻia ma ke ʻano he kiʻi kōkua, e hoʻohana ʻia ana ma nā kāleka ʻoihana, nā beija, nā ʻeke palapala, nā pahu wikiwiki a me nā ʻeke kanavaka. Hōʻike ke kaha wikiwiki i ke kūʻokoʻa a me ka hōʻike pilikino. Mālama kekahi ʻōnaehana kikoʻī kiʻi i ka hoʻohana like a hoʻonui ʻia o ka hōʻailona ma waena o nā ala pūnaewele a me nā ala ʻole pūnaewele.

The Recognition

About the A' Design Award Hao

Ua lanakila ka hoʻolālā Free Hoʻokūʻokoʻa Kaila Waihoʻoluʻu i ka A' Design Award Hao, he ʻike hoʻohanohano i hāʻawi ʻia i nā hoʻolālā maikaʻi e hoʻokō ana i nā koi ʻoihana a ʻoihana hana i manaʻo ʻia mai nā mea hoʻokumu i hana maikaʻi ʻia. Hōʻike nā lanakila Hao i ka mākau nui, ka loea kiʻekiʻe, ka ʻike akamai a me ka hiki hana noʻeau o ka poʻe i hana iā lākou. Manaʻo ʻia ʻo ka hoʻolālā Free Hoʻokūʻokoʻa Kaila Waihoʻoluʻu he mea hoʻokumu i mahalo nui ʻia, hoʻohiwahiwa ʻia a aloha ʻia e pono a hou. ʻO kēia hoʻolālā i lanakila i ka A' Design Award Hao e hoʻohui ana i nā hana maikaʻi loa o ka ʻoihana a loaʻa nā ʻano ʻenehana mākaukau i hui pū ʻia me ka ʻike hana a me ka makakoho. Mahalo ʻia ka hoʻolālā Free Hoʻokūʻokoʻa Kaila Waihoʻoluʻu no kona nānā pono a ua hoʻolālā ʻia e hāʻawi i nā hoʻomaikaʻi ola e kōkua ai i ka hana ʻana i ka honua i wahi maikaʻi aku.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: The letter "F" rises slightly, reflecting a young and optimistic attitude. The continuous brush design of the two "e" letters are cleverly linked together which has also become the super symbol of Free, and used to create specifications such as the Icon system, that makes the brand more unified and more extensible, and also makes Free's brand vision stand out from the competition.
Dimensions & Packaging: Business card 54mmx90mm
Badge 54mmx85mm
Document bag 280mmx180mm
Canvas bag 580mmx390mm
Tags: Brand visual upgrade, Sanitary napkins, GEN Z,
Production Technology: Extract "ee" from the logo as an auxiliary graphic and apply it to many work scenarios, such as business cards, express boxes, badges, document bags, messenger bags, canvas bags, etc. The process involves four-color printing and baking paint process.
Design Challenge: Through the brand visual upgrade, an old brand of daily necessities is reshaped into a trendy brand of sanitary napkins with a young attitude, conveying freedom and a brand-new attitude image to consumers.
Research: We found that for more than 10 years, Free has been "taking the first sanitary napkin for girls" as its brand positioning. The brand image is gradually aging, making it difficult for the brand to continue to gain the recognition of the "youngest" consumer group.
Inspiration: For more than 10 years, Free's brand position-"taking the first sanitary napkin for girls" cannot meet the change of aesthetic trends, the images is gradually aging, making it difficult to continue to gain the recognition of the "youngest" consumer group.
We took on the core of the brand and reshaped it into a youthful attitude brand by upgrading the logo font and a new visual specification system.
The new system makes the visual and concept consistent and extensible and is flexible to be used in online and offline channels.
Project Duration: Guangzhou,Guangdong Province,China,July 6,2021
Operation Flow: The "ee" is extracted from the original Logo, which reflects the modern women's feeling of unrestrained, the pursuit of freedom and self-expression through the dynamic line performance.
Team Members: Fengnan Lin
Yingqiang Zhang
Xiaofang Teng