Bae

Through minimal visual language, design celebrated the purity of the mothers’ love to their children, created a unique brand image with profound connotations.

BAE is an innovative brand providing living supplies for children aged below 10. By developing creative and friendly product, BAE wants to dedicate to the healthy growth of the children as well as bringing more happy time to the families. Through the market study, we found out that the existing market is glutted with brand images of all kinds targeted at same group of children. A majority of brands show characters via cartoon animals or images. It became the goal and challenge of this project to create a distinctive and rich brand image through a unique perspective and in-depth brand analysis. With the understanding that even the users are the kids, the actual customers are the moms, we believe that it is crucial to bring connections with the moms and speak them to their hearts. We created a minimal and distinctive logo with just two circles, which represents the love between the kids and their moms. Through a combination of graphics and visual extension, it demonstrates unparalleled visual content in a minimalist form, which contains immensely profound connotations. We believe that simple is not dull. Simple forms contains unlimited meanings and possibilities. Just like the mother’s love- simple, pure while incredibly great at the same time. A rich and varied visual extension injects vigor to the brand and expresses simple yet deep love for children, thus strongly enhancing the connotations of the brand.

Simple forms contain unlimited meanings and possibilities. Just like the mother’s love- simple, pure while incredibly great.

A rich and varied visual extension injects vigor to the brand and expresses simple yet deep love for children, thus strongly enhancing the connotations of the brand.