United Design Lab

MEGA SUEN

Friendship As A Way of Life

MEGA SUEN

“友谊作为生活方式”

MEGA SUEN是一个年轻的中国男装品牌,创立于2016年。

男性在不同环境与不同的人所构建友谊或亲密关系,致使男性自身呈现出截然不同的性别气质,并且这些转变都是在普普通通的日常生活中自然展现的。

MEGA SUEN所希望尝试的,就是将这种由日常生活中的“实在关系”所建构的,有关性别气质的有趣故事描绘出来。品牌将福柯于1981年在《性吟步履》杂志所发表的“友谊作为生活方式”作为视觉展开的核心概念,因此整个项目便是在“平实”,“友谊”,“关系”等关键词中展开。

对 Mega Suen 的身份围绕“自然”、“友谊”和“关系”这三个词定义了时尚品牌的全部意义。这是对品牌的一次非正式、友好和信息量丰富的改造,退货表格、保养标签和公司的标志类型以平易近人且引人注目的方式呈现。“我们总是花很多时间向他人解释一些事情,比如在描述情况或提出观点时,然而,我们发现 Mega Suen 的设计理念来自于品牌本身:信息就是表达。”
 

“FRIENDSHIP AS A WAY OF LIFE"

MEGA SUEN is a young menswear brand established in Beijing, 2016.

Men themselves present a quite different air of sensitivity and vulnerability by making friendship or intimacy with different people in different scenes. All the changes happen naturally in daily life.

MEGA SUEN aims to describe this kind of interesting story about gender makings words, which is constructed by these ‘true relationships’. The brand takes the quote ‘Friendship as a way of life’ (Michel Foucault, 1981, published inLe Gai Pied) as the heart of the visual matters, hence the project comes with the keywords ‘Natural’,’Friendship’ and ‘Relationship’.

The identity for Mega Suen navigates around the pillars of “natural”, “friendship” and “relationship” – the three words that define what the fashion brand is all about. It’s an informal, friendly and highly informative rework of the brand, where return forms, care labels and the company's logo type is presented in an approachable and eye-catching manner. “We always spend a lot of time explaining something to others, like when describing a situation or making a point of view, however, we find that the design concept for Mega Suen comes from the brand itself; the information is the expression.”

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