Sou Lan Ting Branding

Beautiful brand identity for Sou lan ting, a rose-based cosmetics products brand, by URFD. in Australia.

Suzhou, also known as “Venice of the East”, is where the rose of SOULANTING (a rose-based beauty brand) is grown, picked and produced.
Weaving the natural goodness into the products, Soulanting’s vision is to provide only the best rose-based beauty products that will bring femininity from the inside out. Soulanting is genuine and attentive to every procedure that leads to the best skin care range; from hand picking the goodness from nature, to care and love from the brand.
URFD.‘s task was to understand and analyze the complex methods of producing the product, in order to bring out the best and true characteristics of through the branding. They can only create a brand with a story through studying their story and background.
The name “SOU LAN TING” is a direct phonetic pronunciation from three Chinese characters that translates as “capturing the goodness through the mist of the mountains”. It accurately describes the scenario of hand picking the Rose in the misty mornings, hence the studio proceeded to keep the original name as a response the overall branding.
To create an icon and logo, the team studied the pattern of rose and illustrated it with a combination of circles in golden ratio; the circles symbolizes purity, perfection and the Sun. The alphabets ‘I’ & ‘N’ in the logo were illustrated in an angle and the positioning of the rose icon, together they portray the angle of sunrise at dawn. A subtle thoughtful elements goes a long way when creating an identity for a brand.

The studio investigated and explored the brand’s characteristics in order to tailor-make a typeface dedicated to the brand. The finished typeface represents the brand’s classic, elegant and feminine image.
To weave the natural atmosphere in Suzhou together with the brand identity, URFD. picked emerald green to represent the beauty of China’s scenery. Emerald green also encourages growth, peace and balance while giving a sense of superiority. A beige pink has chosen to complement the hero colour as it lightens the brand identity, by bringing out the feminine side of the brand.
From the corporate identity to packaging and merchandise, typography was the main approach with line pattern complementing each other without over-exaggerating the layout. The use of typography on the product packaging aims to lay all ingredient and information before the consumer’s eyes, allowing them to be reassured of the product they are purchasing.
Soulanting is the purest form of beauty containing in a bottle.

Written by:
Thiago Santarém

Published
30.07.2018

Credits: URFD.

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