Enrich Your Life, One Breath at a Time

During the analysis phase, the branding team first helped the client redefine its identity. Transitioning from its core business of trading and manufacturing to building its own brand required a reassessment of brand resources and a realignment of mindset and perspective. The team analyzed market positioning and consumer profiling, explored industry trends and identified target audience. The brand’s focus was set on the home fragrance/aromatherapy market, with a long-term goal of expanding into air solutions. The primary target audience was women who appreciate a refined lifestyle, but it also catered to the needs of men, families, and business clients. In terms of product lines, Vetica TAIPEI identified four main categories: home, car, outdoor, and portable, while also defining product strengths to guide precise marketing decisions and maximize brand resources.

The brand foundation balanced the emotional appeal of fragrance with the health-oriented approach of air solutions, aligning with the long-term development of the brand. The brand strategy adopted the common theme of “breathing experience” as the core of its communication, with “Elegance is in the Air” as the brand’s vision. This fully expressed its unique brand personality, positioning, and service offerings, encouraging everyone to relax and enjoy the beauty of life in their own way through the soothing experience provided by Earnest Living.

Brand experience is multisensory. The design team revamped the brand’s visual features, including the symbol, colors, typeface, sub-graphics and imagery, fostering a deeper connection and resonance with consumers.

The reimagined brand identity of Earnest Living builds on the letters “E” and “L” and the “flame” element from the original logo. The flame symbolizes the brand’s roots in home décor and home fragrance, reflecting its genuine and passionate character. The symbol features dynamic curves that convey a sense of gas flow, aligning with the brand’s evolution from aromatherapy to air solutions under the vision of “Elegance is in the Air.” This harmonious blend of motion and stillness symbolizes an earnest approach to living, making every breath a healthy and healing experience. Earnest Living’s new symbol cleverly combines multiple brand elements into a cohesive whole, representing not just the brand name but also its spirit. This design enhances the brand’s identity and distinctiveness while showcasing its uniqueness. The sub-graphics, derived from the logo, feature a smoke effect design that offers versatile applications. This design not only highlights the brand’s identity but also enhances its uniqueness and recognizability.

The logotype uses an elegant and modern serif typeface, with delicate and refined lines that reflect the human and cultural elements embedded in the brand’s essence, as well as its craftsmanship and attention to detail. It strikes a perfect balance between traditional and modern aesthetics. The brand color scheme centers on an earthy beige, complemented by natural and soft secondary colors to convey a sense of comfort and relaxation while adding a cultural and artistic touch. These colors were developed with the product categories in mind, reinforcing both aesthetics and functionality

The design team also utilized the latest AI image generation technologies to build a unique image library for Earnest Living, revolving around themes of Elegant Nature, Elegance in Everyday Living, and Timeless Elegant. These images smoothly integrate brand colors and natural elements related to its products and services. In future marketing campaigns, using images with a consistent theme would help the brand establish a comprehensive user experience and fully realize the power of branding.

The reimagined brand identity system tells a story of Earnest Living being naturally present with each breath, leaving a lasting impression on consumers.

From the establishment of the brand identity system and marketing materials to website design, the strategic planning and design expertise of Vetica TAIPEI enabled Earnest Living to successfully expand its global presence. Not only has the brand stood out in the e-commerce market, but its products are also set to be launched in the physical stores of a well-known U.S. retailer. This sincere dedication to enhancing everyday life will, like the spreading of fragrance, embellish the beautiful moments of more people’s lives.