I was in charge of branding and identity design for Chalili (茶理理), a Chinese singer who is famous for her nasally but soothing and cute voice. Chalili is recognized for her variable voice which can navigate different styles of music.
My mission was to build an impressive identity that represented her vigor and loveliness. I created a modern yet lively logo based on the first letter from her name, Cha(茶) as well as the symbolic lightning icon of Chalili.
To represent her changeable voice, I developed derivative logos using the same frame of the letter Cha(茶) for different usages. I combined different textures on the logo to achieve a dynamic and vivid impression. There is also a full version of this logo which includes all the three letters of Chalili (茶理理) for the sake of recognizability.
The visual identity
As Chalili mainly targets a young demographic, I developed a playful identity with a powerful brand mark, multiple symbolic icons, and dynamic textures to complement the identity system.
An essential part of the process is to show the development of the identity being brought to life. I designed exclusive merchandise for Chalili at the music live festival "Bilibili World 2018", including a cap, tattoo stickers, wristbands, a T-shirt, postcards, and a key chain.