Hillside: A Harmonious Symbiosis of Nature and LifestyleLogo and VI Design by Chao Tan
The Hillside brand, owned by Sichuan Fengsheng Paper, aims to create a harmonious symbiosis between nature and urban life. Designed by Chao Tan, the logo and visual identity (VI) system embody the brand's core concept of environmental protection and quality of life. With a focus on young consumers, the Hillside brand stands out with its unique use of local bamboo as a raw material for paper making, supporting local farmers and preserving the ecological balance.
The logo, a subtle combination of mountains and bamboo leaves, is highly identifiable and showcases the theme of environmental symbiosis. The contrasting colors used in the logo represent the fusion of technology and fashion, creating a visually striking design. By incorporating elements of nature and oriental culture, the logo captures the essence of the Hillside brand.
Chao Tan explains, "The overall design idea is to start from the brand's core concept of symbiosis and to graphically and communize the Hillside word. We must focus on shaping the atmosphere of urban life to meet the aesthetic trends of young consumers. At the same time, designing a set of auxiliary graphics matching the logo can be flexibly applied to various products and packaging to strengthen the brand memory."
The Hillside VI system, with its natural harmony, reinforces young consumers' belief in environmental protection and quality of life. By using bamboo as a natural material, the brand promotes the concept of harmonious symbiosis. Chao Tan conducted extensive research on the living environment of bamboo and the local farmers, extracting elements such as bamboo leaves and hills to ensure that the logo reflects the brand's commitment to natural materials and environmental protection.
The Hillside logo and VI design project was initiated in April 2017 in Shanghai and completed in June 2017. The creative challenge was to combine the concept of symbiosis with a modern aesthetic, while staying true to the brand's focus on environmental protection. The result is a visually captivating design that resonates with young consumers and promotes a sustainable lifestyle.
Recognized for its outstanding creativity and ingenuity, the Hillside logo and VI design received the Bronze A' Design Award in 2019. This prestigious award is bestowed upon designs that exemplify excellence in art, science, design, and technology, contributing to improvements in quality of life and making the world a better place.
Project Details and Credits
Project Designers: chao tan
Image Credits: chao tan
Project Team Members: chao tan
Project Name: Hillside
Project Client: chao tan