Modern ABC
Women's Kid Cashmere Knit Cardigan
Client
Modern ABC
Service
Brand Visual Design
Packaging Design
Team
CD:Kevin、Gary Lau
D:Jiabai
3D:Mega
T:2021-2023
Modern ABC
Service
Brand Visual Design
Packaging Design
Team
CD:Kevin、Gary Lau
D:Jiabai
3D:Mega
T:2021-2023
After the new visual design was implemented for Modern ABC, the women's cashmere round-neck pullover sweater product quickly expanded its market territory, successfully entering high-end women's clothing stores, boutique lifestyle stores, and offline experience exhibition halls. It was also simultaneously laid out in content e-commerce channels such as Douyin, Xiaohongshu, and Tmall. The sophisticated and relaxed visual style precisely captured the high-net-worth female customer group, with the online promotion popularity soaring and the terminal purchase conversion rate significantly increasing. After the autumn-winter new product launch, the sales volume of individual items achieved a breakthrough growth, becoming a benchmark bestseller in the brand's cashmere collection, effectively driving the cross-selling of the entire cashmere clothing series.
Modern ABC is a lifestyle women's clothing brand that advocates a free-spirited aesthetic. Its slogan is "Always Be Charming - Living More Gracefully". It encourages contemporary women to embrace themselves and maintain their unique charm in all stages of life. The brand insists on selecting natural and high-quality fabrics, using natural and comfortable clothing to convey the concept of self-pleasure, and focuses on the product core of "Comfort without monotony, sexiness without pretension, self-pleasure without burden". The women's cashmere round-neck pullover sweater is a key lightweight luxury autumn-winter product created by the brand. It selects precious cashmere raw materials, with a soft and light touch, while also ensuring warmth and drape. The simple round-neck pullover design is versatile and timeless, suitable for various dressing scenarios such as commuting, casual wear, and gatherings, targeting mature women who pursue a quality life and prefer relaxed and self-pleasing clothing styles. It provides urban women with cashmere clothing choices that combine high-quality texture and wearing happiness.
The product visual design for this time was created around the core tones of softness, sophistication, relaxation, and women's self-pleasure. The design team delved into the natural and warm material characteristics of cashmere, breaking away from the old-fashioned and heavy visual patterns of traditional cashmere clothing. The colors were selected from soft and low-saturation warm tones, highlighting the soft and warm, natural and pure attributes of cashmere fabric; visually, a large number of smooth and flowing curve elements were used, symbolizing the gentle and free-spirited temperament of women, echoing the brand's free and charming spiritual core. The layout was simple and restrained, minimizing redundant and complicated decorations, and focusing on the visual expression of fabric texture and cashmere selling points. The entire visual system was extended to tags, collar labels, packaging, online detail pages, and e-commerce promotional materials, creating a unified and highly recognizable light luxury women's clothing visual image. Achieving a high degree of alignment between fabric texture, brand self-pleasing concept, and target customer aesthetic preferences.