JOY SOW came to us with only a Chinese name, "健源舒屋" — no English name, no visual identity, and a brief calling for an aesthetic rooted in Song dynasty refinement. The company, based in Chengdu, manufactures capillary tube radiant air conditioning systems.

​

We proposed and finalized the English name "JOY SOW," built to echo the sound and spirit of the existing Chinese name. From there, we developed the full identity: a geometric red logomark, and a custom construction of the Chinese characters "健源舒屋" within the lockup, rather than setting them in an existing typeface. The color system — crimson red paired with a deep, muted olive green — was chosen specifically to answer the Song dynasty brief, favoring restraint over decoration.

​

The product's five core technical parameters — constant temperature, constant oxygen, constant cleanliness, constant humidity, and constant quietness — were given specifications, not something we categorized ourselves. What we built on top of them was a conceptual translation layer: pairing each parameter with a single character drawn from classical Chinese literati culture — 瓷 (porcelain) for constant temperature, 棋 (chess) for constant oxygen, 書 (calligraphy) for constant cleanliness, 畫 (painting) for constant humidity, 樂 (music) for constant quietness — turning five disconnected specs into one coherent, culturally grounded narrative system.

​

We also wrote the brand slogan, "惜健康 / 觅健源 / 心相聚 / 爱舒屋," and extended the full identity across business cards, letterhead, envelopes, a presentation folder, a branded notebook, staff uniforms, branded cushions carrying the five-character concept set, shopping bags, and a set of brand image collateral built around each of the five parameters.

​

Scope: English naming, logomark and custom character construction, brand color system, five-parameter concept naming and narrative, slogan copywriting, and full stationery and collateral suite
(Chinese name "健源舒屋" retained from the client's existing brand; everything else developed by our team. Fully adopted and implemented by the client.)

​

健源舒屋找到我们时，只有一个中文名"健源舒屋"——没有英文名，没有任何视觉识别系统，客户要求呈现宋代美学的雅致气质。这家总部位于成都的公司，主营毛细管辐射空调系统。

​

我们原创提出并定稿了英文名"JOY SOW"，呼应既有中文名的发音与意涵。在此基础上，我们开发了完整的识别系统：一个红色几何标志图形，以及标志组合中"健源舒屋"的定制字形构造，而非直接套用现成字体。红色搭配深墨绿的配色系统，专门为回应宋代美学的要求而选定，追求克制而非装饰性。

​

产品的五个核心技术参数——恒温、恒氧、恒洁、恒湿、恒静——是既定的产品规格，并非我们自己划分归类。我们在此之上搭建的是一层概念转译：为每个参数匹配一个源自中国古典文人文化的意象字——瓷对应恒温、棋对应恒氧、書对应恒洁、畫对应恒湿、樂对应恒静——将五个原本分散的技术参数，转化为一套统一、具文化根基的叙事系统。

​

我们也撰写了品牌口号"惜健康 / 觅健源 / 心相聚 / 爱舒屋"，并将整套识别系统延伸至名片、信纸、信封、文件夹、品牌笔记本、员工制服、承载五字概念系统的广告抱枕、购物袋，以及围绕五个参数分别制作的品牌形象画。

​

范围：英文命名、标志图形及定制字形构造、品牌色彩系统、五参数概念命名与叙事、口号文案、全套物料应用设计
（中文名"健源舒屋"沿用客户既有品牌名，其余全部由本人团队原创开发。已完全采纳并落地使用。）