About Shu Lei [Whether a Brand Can Cross the Cycle]

China's washing and care market has never lacked new concepts. What is really scarce is that after a brand has passed through the cycle, it can still be clearly identified, accurately understood, and established contact with a new generation of consumers. Shu Lei was born in the 1990 s and is one of the most familiar local brands in China's washing and nursing market. How to retain the long-term accumulated assets of a brand with a history of 30 years, and at the same time establish a set of design language that belongs to the present and can lead to the future? It is the core topic of this renewal.

We choose to return to the essence of washing and protecting, and reshape Shu Lei's brand image and packaging visual system with the design philosophy of "less is more", so that the efficacy value becomes a brand experience that can be seen, touched and remembered.

Name of Work | Shu Lei Silk Metamorphosis Series
Brand Holding | Shu Lei Biotechnology Co. Ltd
Original Design | Tiger Pan
Executive Design | Xia Xue Dan Yuan Wen Hao
Visual Presentation | Zhu Yuling Wang Qichang
Process Design | Xie Zhangkun, Lu Miaorong
Project Management | General
Media Relations | Xiang Lingli