Modern ABC
Cashmere Sweater
Client
Modern ABC
Service
Packaging Design
Team
CD:Kevin
D:AGANG
3D:Mega
T:2023.08
Modern ABC
Service
Packaging Design
Team
CD:Kevin
D:AGANG
3D:Mega
T:2023.08
The Modern ABC cashmere sweater has successfully established a brand identity that combines natural comfort and confident charm in the high-end cashmere clothing market through systematic brand concept and packaging design upgrades. We have created the core slogan for the brand, "ALways Be Charming - Live More Gracefully and Naturally," and have established "graceful" as the core spirit of Modern ABC. The brand defines its products as "comfortable without monotony, sexy without pretension, and self-pleasing without burden." By selecting natural cashmere raw materials and manufacturing natural and comfortable products, the brand enables consumers to enjoy life in a natural way. In the trend of upgrading the cashmere clothing market, the Chinese cashmere clothing market is expected to reach 885.9 million US dollars in sales by 2030. Modern ABC has successfully occupied a position in the mid-to-high-end women's clothing market with its precise brand positioning and high-quality product experience, becoming a representative brand that encourages women to maintain confidence and charm at different stages.
This project is to create a brand concept and packaging design system for the Modern ABC cashmere sweater. The brand concept construction is the core breakthrough of this project. We have created the slogan "ALways Be Charming - Live More Gracefully and Naturally" for Modern ABC. "Graceful" has been established as the brand's core spirit, aiming to encourage women to maintain confidence and charm at different stages. The brand's mission is "expressing self-charisma in a natural way." Through selecting natural raw materials and manufacturing natural and comfortable products, the brand enables consumers to enjoy life in a natural way. We have proposed the core proposition of "comfort without monotony, sexiness without pretension, self-pleasing without burden," and "You are the protagonist of life, self-pleasing is more important. When you are busy with trivial matters and distracted by busyness, don't forget 'ALways Be Charming'." This brand proposition precisely meets the deep needs of modern women for self-care and quality life in their busy lives. Through this design system that combines brand height, emotional temperature, and recognition efficiency, Modern ABC has successfully upgraded from a functional clothing product to a mid-to-high-end fashion women's clothing brand with clear brand spirit, complete value proposition, and emotional resonance.