品牌从0-1的搭建中，品牌名字也悬而未决，在一系列名字中，最后选择了毛姆礼帽，来源于主理人很喜欢的小说月亮与六便士，表达艺术家们理想与现实的抉择。同时19世纪的法国咖啡馆是文化交流的中心，艺术家们常常在这里聚集，讨论艺术和理想。而咖啡馆打破了社会阶层的界限，使得不同背景的人们能够相聚一堂。许多艺术家在咖啡馆中寻找灵感，观察生活，甚至直接在咖啡馆中创作。从品牌特质出发，标识设计融合了传统、典雅和现代的亲和力为一体,以衬线体为基调,辅以微妙的可变线条,连字,污渍以及铅印中文宋体,赋予品牌独特的,怪诞的意境。

礼帽,标语,火漆图形都是重要的品牌资产,但被视为品牌的装饰品,而不是品牌本身的一部分,它们都可以用来增加品牌的附加价值,特别是对于周边产品,设计的初衷在于使毛姆礼帽依附于不同的环境,我们从而开发了多种表达形式,旨在创造出毛姆礼帽独有的品牌感官世界。复古是永远不会过时的潮流 当你走近一些旧时光的瑰宝，也许会真正感受到经典是穿越时空的存在 一杯咖啡，或是一件工艺品，其实你离他们的距离并不遥远，文豪、学究也曾年轻，有一些追求和情感是时间流动中不变的共鸣。


As the brand was being built from 0 to 1, the name of the brand was also undecided. Among a series of names, Maugham’s hat was finally chosen, which comes from the novel The Moon and Sixpence that the manager liked very much, expressing the artists’ choice between ideals and reality. At the same time, French cafes in the 19th century were centers of cultural exchange, where artists often gathered to discuss art and ideals. Cafes break down the boundaries of social class and allow people from different backgrounds to come together. Many artists find inspiration in cafes, observe life, and even create directly in cafes. Starting from the brand’s characteristics, the logo design combines tradition, elegance and modern affinity. It uses serif as the keynote, supplemented by subtle variable lines, ligatures, stains and printed Chinese Song script, giving the brand a unique and eccentric artistic conception.

Top hats, slogans, and paint graphics are all important brand assets, but they are regarded as brand decorations rather than part of the brand itself. They can all be used to increase the added value of the brand, especially for peripheral products. The original intention of the design is to make Maugham top hats attached to different environments. We thus developed a variety of expression forms, aiming to create the unique brand sensory world of Maugham top hats.