我们接到「Berrytint」这个项目的时候，创始人给了我们一句话——”我不想做另一个粉粉嫩嫩的美甲品牌。”这句话定了整个项目的方向。她的用户是住在多伦多、洛杉矶新加坡的 22-35 岁女性，阅读成分表、追求 Clean Beauty，同时拒绝”天然就该寡淡”这件事。我们给这个品牌建了一个世界观：指尖果园。 颜色不从化学色号里来，从水果里来。设计上我们做了三个核心决策：字标用堆叠换行排列，像果实截面一样层叠，圆润但有力。配色完全抛弃裸粉系，橘棕、樱桃红、蓝莓紫——每一个色都有水果原型。图形语言用棋格 / 条纹 / 圆点三套抽象果肉纹理，可以随 SKU 自由换色，好看又好用。一个好品牌，在用户拿起来的一秒，就应该告诉她：你为什么选我。如果你也在做新消费品牌，想清楚这个市场的竞争已经不在产品层了——在视觉层就已经开始了。


Strategy When we received the “Berrytint” project, the founder gave us a sentence – “I don’t want to be another pink and tender nail brand.” This sentence set the direction of the entire project. Her users are 22-35-year-old women living in Toronto, Los Angeles, and Singapore. They read ingredient lists, pursue Clean Beauty, and reject the idea that “naturalness should be bland.” We built a world view for this brand: Fingertip Orchard. The color does not come from chemical color numbers, it comes from fruits.We made three core decisions: The word mark is arranged in stacks and new lines, stacked like a fruit cross-section, rounded but powerful. The color matching completely abandons the nude pink series, with orange brown, cherry red, and blueberry purple—each color has a fruit prototype. The graphic language uses three sets of abstract pulp textures: checkers/stripes/polka dots. The color can be changed freely according to the SKU, which is beautiful and easy to use. A good brand should tell users the moment they pick it up: Why did you choose me? If you are also building a new consumer brand, think clearly that the competition in this market is no longer at the product level – it has already begun at the visual level.