inwave sound wave x Jia ancient prose creativity |

In the post-epidemic era, how to build a brand of life aesthetics that young people love?



In the post-epidemic era, people's plans to go out have been repeatedly disrupted, the way of parties has changed from indoor to outdoor, and the lifestyle of young people has changed. Early C(coffee) late A(alcohol) and outdoor camping have become popular young lifestyles. In this context, the INWAVE Yinlang brand came into being, an aesthetic brand born around the lifestyle that young people love, aiming to explore more interesting and diverse life/entertainment social scenes.


As a design organization focusing on the innovation of fast-moving consumer goods, Jia Guwen Creativity continuously explores and leads the commercial aesthetic trend in the new consumption era, helping many brands to complete the transformation from 0-1. INWAVE Yinlang invited Jia Guwen Creativity to create visual image design and IP image design for the brand.


Service customer: inwave sound wave
Service Team: Weird & Funny Studio | DTC Brand Innovation Center
Service content: brand strategy | brand image design | LOGO design | IP image design | VIS system | video production

As a result of the outbreak, traditional bars and coffee shops are facing great uncertainty, inwave, as a local brand in Chengdu, has local catering-related resources and has certain product development capabilities (low-alcohol wine). Therefore, the brand hopes to combine its own advantages to integrate coffee, wine, camping and other resources to create more interesting and unknown lifestyles.



Based on this, the Jiaguwen creative team conducted research and analysis, starting from the brand theme, taking ''urban nomad'' as the starting point, integrating the trend culture that young people love, creating a personalized brand vision & IP design for the brand, and deconstructing young consumers New needs.

In in inwave stands for "time" and "fashion", and also represents the tone of the brand itself. Therefore, in the logo design, we extract in as a major identification symbol, and all the letters are swayed and scattered, just like stepping on a sea wave. It not only echoes wave, but also shows the attitude of "enjoy life and swing freely" that the brand wants to convey.

Considering that the brand will create inwave BARS, inlounge and other physical spaces in the future, or extend to the periphery of the brand trend, logo with in as the origin is conducive to extension, expanding the recognition degree and giving full play to the maximum effect of the brand.

In order to reflect the tone and lifestyle advocated by the brand, "Mr. Wave" IP is based on the bold, decisive and adventurous Doberman as the prototype. Through the geometric cutting design, the shape is simplified and more modern.



Through the matching of sunglasses, fisherman's hat and other accessories, the emotional needs and personality expression of more young consumers are integrated, which greatly enriches the IP image and makes it more vivid and three-dimensional. At the same time, combined with the popular NFT concept, IP can change and switch the environment at any time, showing its unique personality.

"Mr.Wave" is not only an IP image, but also a symbolic representative of the brand. It conveys a more inclusive, diverse, free and individual life attitude, demonstrates the life style of casual freedom, and echoes the brand concept.

In combination with the preferences of young people nowadays, we have created a series of creative designs based on logo and IP, visualizing the brand concept and presenting small living objects such as flying plates, hip flask, camping chairs, etc. to create a complete brand experience for users.

As an aesthetic brand born around the lifestyle loved by young people, inwave hopes to unlock more social/entertainment/consumption scenes that break through the boundaries of imagination.



In the epidemic era, the brand combines mobile commerce, life aesthetics and trend culture to create inwave BARS-a new mobile entertainment complex, through the mobile coffee car as a carrier, to create a mobile business model and interesting unknown lifestyle.

Behind inwave is an imaginative and exploratory team. OCD Jiagu Wen Creativity is honored to be able to use the power of design to integrate the trend culture loved by young people, help the brand to establish emotional connection with young people, convey a more tolerant, diverse, free and individual life attitude, and jointly promote the construction of urban community culture.

Behind inwave is an imaginative and exploratory team. OCD Jiagu Wen Creativity is honored to be able to use the power of design to integrate the trend culture loved by young people, help the brand to establish emotional connection with young people, convey a more tolerant, diverse, free and individual life attitude, and jointly promote the construction of urban community culture.