PINGFAN — hungjenwu

PINGFAN

PINGFAN

Design: Hungjen Wu

Visual Identity

2023

PINGFAN is a lifestyle goods store that brings thoughtful, knowledge-inspired products into everyday life. Known for its focus on culture and daily living, it encourages ideas to blend seamlessly into ordinary routines. With the concept of "existing profoundly yet plainly in the everyday" at its core, I developed a brand identity for Pingfan.

The design centers on the Chinese characters for “Pingfan” (平凡), with each stroke thickened until the negative space is filled. This treatment lowers the legibility of the text while preserving its overall shape and visual impression, expressing a quiet depth within the ordinary.

平凡是一家生活用品店，致力於將蘊含思維與知識的物件帶入日常生活之中。店內商品以文化與生活感為主軸，讓想法能自然地融入日常節奏之中。以「平凡且深刻地存在於日常中」為核心概念，我為平凡設計了一組品牌識別。

視覺設計以「平凡」二字為主體，將其筆畫加粗至字腔（負空間）被填滿。這樣的處理降低了文字的可辨識度，卻保留了字形的整體輪廓與視覺記憶，傳達出一種深藏於日常中的寧靜厚度。