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Many architectural studios and home furnishing manufacturers now use this simple method to indicate the shape of the product. This simple pattern will be identified on packaging and special cards to remind consumers of the product's look and style.

I think the same approach works for ACE & TATE as well. This is not only because ACE & TATE has a wide range of products, but also because the brand's style is simple and elegant. This method can make the classification of products clearer so that consumers can clearly know what the products they consume and expect look like.

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As a high-profile young brand in the European market, ACE&TATE needs to do more than just move forward like a single arrow. I think what the brand needs is a sense of looking back. Return from the market to consumers, return from products to creativity, and return from sales to the original intention of creation. Let your eyes do the talking as a slogan is to promote one of the core values of the brand: to discover different beauty. People in today's society are addicted to the trap of consumerism and cannot extricate themselves, but ACE&TATE needs to be a goat to lead everyone out of the trap and return to the essence of life. We talk about beauty and love in the creative section rather than the product itself.

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Here is a simple experiment to demonstrate that this approach works.
I put some simple glasses-related graphics into the layout to indicate something. But what needs to be reflected is that this information is useless, and what the graphics represent cannot be meaningless things. So the next step I decided to incorporate ACE & TATE products into it.

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Munich-based designer and photographer Tom Hegen found these salt pans while searching for human traces in natural beauty. And the brilliant colors of the salt field were photographed from the air with a drone. Sea salt making is one of the oldest human skills, with a history of more than 6,000 years in Europe. The sea salt extraction process involves a variety of control and utilization of nature. In artificial ponds, different concentrations of salt create different colors. Tom's "Salt" series shows this scene very intuitively.
The production of this gorgeous color is based on the impact of human beings on the environment. Although the damage to the environment caused by natural salt farms is close to zero, I hope to introduce this concept into ace & tate, so as to call people's attention to the impact and damage of production activities on the environment.

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The extraction of sea salt is one of the oldest forms of human landscaping, and it is the oldest method of salt production. Salt is a raw material that is now part of our everyday lives, but we rarely ask where it comes from and how it is produced. The Salt Series III explores these manufactured landscapes, their abstract and painterly quality.

Sea salt production sites are found all over the world, usually located around shallow shorelines. The artificially-created ponds shown in The Salt Series III are one of the core elements in sea salt production: the sun and wind then evaporate most of the seawater from the ponds, leaving behind water with a high salt concentration known as brine. Each salt pond has a unique salt density, and the colour of the water indicates the salinity of each pond.

This microscopic alga, also known as the Dunaliella Salina, is eaten by tiny shrimp. As the water becomes too salty, the shrimps disappear, causing the algae to increase and the colour of the ponds to intensify. As a result, the colours can vary from lighter shades of green to vibrant red. Once the ponds have dried out, a crust of salt is left behind. Workers then harvest the salt by delicately lifting the salt crust from the floor.

The strong contrasts and geometric shapes of the salt ponds resemble abstract paintings. Our need to arrange everything in geometric order, regulate, and have control makes us all - in a sense - to designers of our environment. I see myself as a curator, framing the artworks that the presence of humans has created.

This project came together with my partner and helicopter pilot, Lars Gange. Without his excellent skills and dedication, this project would not have been possible.

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Other collections

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Aerial photographs of salt evaporation ponds in the United States of America.

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Jay for glasses,  Bobby for sunglasses, Amber for sports

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I used the shapes of products as core brand's icons identity. These icons will show up upon packages to show the audiences which product they gonna buy and what's the product looks like. I believed this method could help audiences get touch with the products they want more easily and clearly.

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Ace & Tate is a designer of frames providing quality frames at a fair price, which allows users to continuously update their eyewear. It provides its users with the possibility to match their frames with every occasion and all of their favorite styles. Ace & Tate was founded in 2013 and is based in Amsterdam.
All of our frames are designed by us in Amsterdam, and we oversee all steps — from mood board to finished product — so we can offer you quality frames at transparent prices, starting at £110.We only use the good stuff, from the acetate and metal we make our glasses with, to our top-notch lenses. We work with some of the best suppliers in the world, so best believe your frames will be just right. Find out more about what goes into our frames here.
We’re working on it. While we can’t say we’re a sustainable company just yet, we are openly committed to finding the smartest, most mindful solutions to create a more planet-friendly product. Our goal is to become an engine for positive change in our industry. Learn about the steps we’ve taken so far here. We also want to take responsibility for how we treat the people around us. Read our Code of Conduct to discover how we’re making Ace & Tate a great place to work, from fair working conditions to actively fighting discrimination of all kinds.
Inspiration is everywhere. We want to encourage you to see things differently, by collaborating with forward-thinking people whose creativity might just change the world. Why? Because when we inspire each other, life becomes a whole lot brighter.

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www.aceandtate.com needs to review the security of your connection before proceeding.

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After read throw the official website. I suppose everyone could fully understand the inside of this brand. So let's make a summary.
1. Cost Performance & Practicality
2. Environmental protection & Democracy
3. Different vision & Creativity

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I've researched some article about ACE & TATE. This interview from Techleap.nl is really helpful. In this episode, Mark de Lange - founder of Ace & Tate - is sharing the story behind the brand that revolutionised the eyewear e-commerce industry in Europe. He is explaining how branding was crucial for the expansion of Ace & Tate and how he overcame the challenge of finding the right VC investors. Mark reveals his management style and how he is working with his team to offer to his customers high quality, thoughtfully designed glasses at a fair price. Details can be seen in this address, here I will do the summary.

1.
Mark - "I’m trying to get other people in a position where they can actually do the stuff. That is something that I really needed to learn, to give other people space to do their jobs and to surprise me and to do way better than I could."  In these words we can understand the main point of Mark. ACE & TATE not only responsible to consumers, but also to internal employees, encouraging creativity. Even if Mark become a boss, He does’t forget to take advice from others.

2.
Mark - "We as a consumer-focused country have never been service-oriented. When you go to the US everything is really service-oriented and in the Netherlands we really have some catching up to do."  He definitely understand the pain point of Europe market. Service-oriented, strive to make the glasses brand a service industry. It is the transition from the product end to the consumer-oriented service industry. I believe this is what Mark wanna do.

3.
Mark - "Our first key hire was someone who is very experienced in building customer experience teams. We saw that it is where companies are dropping the ball and that really paid itself back." Reflecting to my summary of brand values we can see it. ACE & TATE pays attention to customer experience and take people-oriented as the brand policy, and change the status quo of the industry with service-oriented. As a very competitive brand in the European eyewear industry, ACE & TATE is committed to a new direction.

4.
Mark - "I think it is valid to build a strong European foundation first. Only when the business is ready for it and when we have the right team in place, and the right structure, and the right processes, that only then, we would go across the pond to a very different market." Although the people-oriented service characteristics in the brand strategy are visible, ACE TATE has not forgotten that it is always an eyewear brand. Laying a good foundation for product quality and laying a solid foundation in the basic product market is the first step.

5.
Mark - "We've always spent a lot of time finding the right partners. Not necessarily business partners who would own the business with us, but the right partners on the ground to build the brand with us, and to find the right first individuals we would engage with, and the right first customers." Through this part we can see that sales as a brand goal is not the first priority, perhaps the first is to find the possibility of brand transformation creatively.

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How Ace &Tate is revolutionising the eyewear industry

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Mark de Lange - founder of Ace & Tate - is sharing the stories behind the brand that revolutionised the eyewear e-commerce industry in Europe. He is explaining how branding was crucial for the expansion of Ace & Tate and how he sought VC investment throughout the journey.

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Through the vision and development process of the brand mentioned by Mark, we can see that ACE & TATE is not a simple eyewear brand at all. Although what we have seen so far is the product sales and impact of brand on the surface, but the original intention of brand creation is not like this.

ACE & TATE emphasizes creativity and perfect service as well as people-oriented value. On this basis, practicality and cost performance are the product guidelines. ACE & TATE is an open brand which is seeking the change. They want to transform on the basis of laying a good foundation for the European market.

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The origin slogan of ACE & TATE can't be seen on it's website or off-line stores. So I concluded.
The creative point of ACE & TATE is that it's a glasses brand but follow the trend of serving industry. It wants to change from a production brand to a serving brand. This is the first time that we can see in European glasses market. Base on this theory ACE & TATE follow the rule of the name of people and encourage us to see the world in different version.
So I'd like to name the slogan as " Let your eyes do the talking" and this is also one sentence from its website.

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*Practical.

*Money-saving.

*Accompany.

*Environmental friendly.

*Humanism.

*Creativity.

*Eyes to find beautiful things

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*Independent minded

*Simple life

*Creative people

*Young generation

*Students, Designers

*Individual sense of lifestyle

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*Online official website

*Off-line store

*Online video media promotion

*Promotion of off-line activities

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Base on the price and audiences' range I've found several glasses brands worldwide as competitors.

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Founded in 1996, ic! berlin makes the very finest, hand-made eyewear for people who dare to see the world through their own eyes. Despite our global footprint, we still craft each of our eyewear pieces by hand in our stateof-the-art manufactory in Berlin. Our creations are worn by the world’s curious, creative individuals. Seeing things from new perspectives is embedded in our company’s DNA. We combine the original, no-screw hinge with stainless steel, titanium, synthetic, and natural materials. The result is robust, lightweight eyewear design.

Brand Slogan :  Open eyes. Open minds.
Brand Values:  *Strong *Calm *Powerful *Understated
Brand Audiences:  *Independent minded*Think forward. *Move ahead*Young generation*Business workers*Individual sense of lifestyle
Sales Channel:  *Online official website*Offline store*Online video media promotion*Promotion of offline activities

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Inspired by Berlin.

Each frame represents the passion and dedication to create the finest eyewear in the world, Made in Germany.

Technologie

The Original: Flat Metal Screwless Hinge.

The collections features a range of hinge systems using screwless, rivetless and glueless constructions in sheet metal.

Engineered to last.

Applying the highest quality materials, the frames are incredibly durable.

Craftsmanship

Handmade in Berlin.

ic! berlin believes in creating exceptional eyewear. Using innovative production methods that have been developed over decades in the pursuit of perfection.

Our flagship store offers the ultimate ic! berlin experience. lt's the only place to see our entire collection in all colorways and get expert advice. Book your appointment now.

Use our virtual try-on tool to become confident with your new ic! berlin eyeglasses. Discover our tool now and see if your new eyeglasses fits. Just press the Try-on button.

ic! berlin eyewear stands for contemporary frame design from Berlin, Germany. For more than 20 years we are producing spectacle frames with special focus on design, materials and craftsmenship. Our products are handmade in Berlin and combine exclusive materials with the best quality. Our finest hand-made eyewear is for people who dare to see the world with their own eyes.

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Premium Eyewear. Handmade in Berlin, Germany.

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ic! berlin eyewear stands for contemporary frame design from Berlin, Germany. For more than 20 years we are producing spectacle frames with special focus on design, materials and craftsmenship. Our products are handmade in Berlin and combine exclusive materials with the best quality.

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Tonysame is a Japanese independent eyewear brand. The essence of the brand is embodied by creating a distinctive eyewear. With modern craft, contemporary inspiration and ergonomic design, Tonysame convices by a subtle and sophisticated style, designed to last over fades and trends.

Brand Slogan:  Purity – Reflexion – Prism but also Brightness and Simplicity.
Brand Values:  *Details*Innovation*Brightness*Neat Lifestyle
Brand Audiences:  *Independent minded*Think forward*Neat lifestyle*Focus on details*Business workers*delicate and refined
Sales Channel:  *Online official website*Offline store*Online video media promotion*Promotion of offline activities

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tonysame SS17 collection has a new approach to creation and its philosophy is to stay connected to the light through the glasses, and to be in phase with it.

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BJ CLASSIC COLLECTION was originally an agent of AO. Since 2005, it has cooperated with Fukui County, the birthplace of Japanese handmade glasses, integrating American classic culture and Japanese century-old mirror-making craftsmanship, and carefully crafting with almost demanding craftsmanship and oriental facial proportions; After combining with the American casual style soul integrated into Japan, we successfully created an aesthetic mirror model with retro style and modern lines.

Brand Slogan:  We only produce what we believe in.
Brand Values:  *High quality*No compromise*Dedication *Pursuing the best
Brand Audiences:  *Independent minded*Vintage style*Retro atmosphere*Intellectual*Young artists
Sales Channel:  *Online official website*Offline store*Online video media promotion*Promotion of offline activities

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BJ CLASSIC COLLECTION by BROS JAPAN CO.,LTD.

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BJ CLASSIC
COLLECTION

That pride is embodied by BJ CLASSIC.
As we shun trends that just come and go, we will keep creating glasses
that will be considered vintage a 100 years from now.

Craftman Edition
"SHINBARI"

Achieving the aspect of one of a kind thing by hand work of Sabae craftsmen.

The complete production
process of P-501

Here we will introduce the complete process of P-501, which starts from a piece of celluloid.

6 points representing
BJ's persistence

You can find BJ's persistence and attention to detail in many areas other than in our celluloid frames, like P-501.

Eyewear that has the power to penetrate yourself
without being fooled by the trend of the times, with the aim of becoming
an indispensable partner to one's life. Over 100 years
heritage spirit and skill of Sabae craftsmen achieves the genuine eyewear
that will be succeeded to the next generation.

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BJ CLASSIC COLLECTION by BROS JAPAN CO.,LTD.

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That pride is embodied by BJ CLASSIC. As we shun trends that just come and go, we will keep creating glasses that will be considered vintage a 100 years from now. Craftman Edition "SHINBARI" Achieving the aspect of one of a kind thing by hand work of Sabae craftsmen.

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History：

Glasses are lens lenses embedded in the frame and worn in front of the eyes to improve vision, protect eyes or for decoration. There are also special glasses for watching 3D stereoscopic images or virtual reality images.

Function:

The main purpose of glasses is to correct vision problems, including nearsightedness, farsightedness, astigmatism, presbyopia or strabismus, etc., but they cannot cure or cure these problems. Other types of eyewear include goggles, sunglasses, swimming goggles, etc., which provide various protection for the eyes.

Funny points: Decorations:

In 1268, Roger Bacon, a British philosopher, scientist and alchemist, recorded in his "Great Works" that he used crystal or glass to make a convex lens "reading stone" for magnification, helping old monks and even The Pope reads the Bible. At the end of the 12th century, Italian skilled craftsmen invented glasses that could adjust the diopter to correct vision based on convex mirrors. Skilled crystal and glass craftsmen began mass production. The European Renaissance was also the golden age of hand-made glasses, and exquisite hand-made glasses spread throughout Europe. Europeans at that time regarded glasses as decorations to distinguish between high and low status. In Chinese culture, glasses have also become playthings collected by ancient nobles, and are rare objects beyond the reach of ordinary people. Glasses have become an irreplaceable decoration for ancient people in its development history.

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Products Nature
Basically people who has bad vision need glasses to improve their vision. So this production is a tool to help people. And by the history of glasses we can see glasses used to be decoration and now people who love fashion love glasses as decoration too.

Products Purpose
1-Correct vision so that people can see more clearly.

2-Block out harsh light.

3-Protect eyes from injury.

Products Audiences
1-Visually impaired person.

2-People who need shade from the sun.

3-People who need protect their eyes.

4-Fashion players

Products Price
As a tool, the main purpose of it is helping people so the price is variable. The price needs to be suitable to audiences.

Products Material
1-Stainless steel

2-Aluminum-magnesium alloy

3-Plastic

4-Resin

Products territorial Range
All over the world

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I've found this article describe the situation of glasses market after effect of COVID-19. However this article is in Chinese so I translate some of it and make a summary for each keyword.

1-Off-line Sales
The blockade of the virus has prevented many buyers from participating in actual sales, and the share of the online eyewear market has gradually increased in the past two years. Brands are emphasizing the importance of connecting with buyers once they return to offline sales.

2-Diversified Market
After the eyewear fair held in Milan in the middle of the year, I found through research that more bold and casual eyewear is very popular. I think this will bring more creative space to the development of the eyewear market, and on the other hand, it will also increase the use scenarios and demands for consumers.

3-Foundation
Fabrizio Curci said that Marcolin's performance in 2021 increased by 34% compared to 2020 to 455.6 million euros, and adjusted EBITDA accounted for 11% of net sales. He attributed this increase to the The company's solid "Made in Italy" supply chain, as well as key investments in managerial and technical competence. This shows the importance of an efficient raw material and market base.

4-Transportation
In view of the continued bad economic environment, Maurizio Dessolis, executive vice president of glasses manufacturer and distributor De Rigo, said that the impact of supply chain problems in the overall industry on the market outlook cannot be ignored, and the group can reduce the impact by improving efficiency. Delays in logistics and rising costs have weakened profitability, which cannot be ignored in the post-pandemic era.

5-Cross-border
With the end of the epidemic, I have seen various cooperation methods appear in the eyewear industry. Marcolin's own brand Web has entered into a three-year partnership with Alfa Romeo, the famous Italian car and sports car manufacturer. And some more luxury eyewear brands have begun to cooperate with jewelers. After the epidemic, cross-border cooperation has become a way to save the market, and brand adaptability is particularly important.

6-Mix-media
Italia Independent, an Italian eyewear company featuring a youthful brand, uses rubber materials for some details in the frame of the CR7 series glasses. Within the brand's main line, they opt for velvet frames in new colorways like watermelon red and baby blue, paying homage to founder Lapo Elkann's playboy style. The history of spectacles as an ornament has been re-staged.

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为期三天的米兰 Mido 眼镜展会已于 5 月 2 日落下帷幕，本次展会吸引了 22000 名参展者，这一数字是 2019 年线下展览参展人数的三分之一，而参与本届展会的 660 家参展商数量，只有 2019 年的一半。

尽管参展商及买家数量规模骤减，相比以往 2 月下旬或 3 月初的举办期，多名集团的高管也坦言，展期的推迟使不少买家莅临展会时销售活动已经结束，因此销售额不可避免地面临降低。但即便如此，他们依旧看重回归线下展会后与买家建立联系的重要性。

更何况，在过去一年时间里，从 LVMH、到 Kering 等各大奢侈品集团及旗下品牌对在眼镜业务的投入、供应链的整合夯实，以及全球眼镜市场连续几年的增长势头，都为其在全球严峻局势下迅速复苏奠定了扎实基础。

以意大利为例，在 2021 年眼镜出口量就实现了 42.7% 的涨幅达到 29 亿欧元，这一数字相比 2019 年增长了 0.4% 的增长。在本次展会，相比以往更加大胆张扬、运动休闲的眼镜趋势，以及珠宝太阳镜和超大号镜框等个性化设计，也在一定程度上体现出了相应的乐观心态，并且对于眼镜这一细分品类而言，便为其赋予了更加广阔的创作空间，另一方面，也为日益扩大的消费群体带来了更加多元化的选择和场景需求。

从 Moschino 的粉色心形镜框、 Jimmy Choo 的珍珠镜框，到 Philipp Plein 饰有水钻徽标的镜腿，越来越多的太阳镜拥有了更加吸引眼球的夸张外观。

眼镜制造及分销商 De Rigo 最近推出了一个自有品牌 Yalea，专门提供多种颜色和图案的方形款式。

Salvatore Ferragamo 和 Max Mara 等以往倾向于较为柔和风格的品牌，则采用了粗大的醋酸纤维框和超大号尺寸，相比之下 Victoria Beckham 精致的超大号眼镜则略显低调。随着眼镜制造商蔡司（Zeiss）商业经营版图和制造技术的进一步开拓升级，Marchon 和 Polaroid 将其偏光镜片应用于户外眼镜框，更多男性眼镜也开始拥抱运动休闲和以性能为导向的风格。

一向以 Pop、Cool 为品牌特色的意大利新锐眼镜公司 Italia Independent，在 CR7 系列眼镜的镜框中部分细节使用了橡胶材质，在品牌主线产品中，Italia Independent 选择采用天鹅绒材质制作镜架，并伴有诸多猫眼形状镜片、西瓜红和淡蓝色等全新配色，向创始人 Lapo Elkann 的花花公子风格致敬。

Italia Independent 创意总监 Matteo Pontello 说道："我的目标是打造并重新塑造这个品牌，注入更多新鲜、充满活力的当代元素，让 Italia Independent 重现辉煌。"

值得一提的是，汽车行业也通过与眼镜公司的合作获得了知名度，并共同呈现不同以往的美学表现力。例如，Marcolin 的自有品牌 Web 与意大利著名的轿车和跑车制造商 Alfa Romeo 达成了为期三年的合作，公司授权汽车品牌宝马就推出了一款带有 Vi/ON 镜片、适合驾驶期间佩戴的太阳镜；Safilo 集团旗下品牌 Carrera 则与意大利摩托车生产商 Ducati 合作推出了一个系列，其中就包括一款由钛和碳制成的限量版框架。

更进一步看，在本次米兰 Mido 眼镜展会商除了产品端更加活跃的风格趋势，各大参展商还向 WWD 阐述了过去一年或近一季度以来的增长。面对疫情、俄乌冲突、通货膨胀等严峻的全球局势，各大集团也依然通过商业模式和供应链层面的进一步整合、夯实，使眼镜市场呈现出显著的弹性和持续上扬的扩张势头。

经营眼镜设计、生产、及全球分销的眼镜品牌 Marchon 首席营销官兼品牌高级副总裁 Thomas Burkhardt 表示，2021 年是公司历史上表现最好的一年，其增长主要受到光学眼镜市场强劲复苏的推动，尤其是在尤其是在美国和西欧，人们对视力保健的需求在疫情期间显著增加。

值得一提的是，根据意大利眼镜制造商协会 Anfao 提供的数据显示，由疫情引起的居家办公所导致的消费者视力下降，也在一定程度上使光学眼镜从中受益，相比 2020 年，光学镜架就实现了 48.5% 的出口量增长。

Safilo 集团首席执行官 Angelo Trocchia 指出，欧洲、拉丁美洲和中东地区在去年和 2022 年第一季度的表现，就充分证明了眼镜市场的整体活力，并为集团的业绩带来显著增长。"尽管疫情的传播、俄乌战争、以及通货膨胀仍然给整体行业带来很大挑战，但我们相信眼镜市场的弹性、集团战略的有效性，将在接下来的整个 2022 年维持整体销售业绩和利润率的增长"，Angelo Trocchia 向 WWD 说道。

值得一提的，尽管包括 Marchon 和 Marcolin 在内的公司也已经暂停了在俄罗斯的业务，但由于几大集团对俄罗斯和乌克兰市场的敞开度并不大，因此便在一定程度上规避了由俄乌冲突带来的相关经济影响。

意大利眼镜制造商 Marcolin 的首席执行官 Fabrizio Curci 表示，由于俄罗斯市场仅占公司营业额的 2%，但他依然希望俄乌冲突能够尽快解决，各国之间的商业关系尽快恢复，并说道："当下全球市场虽然并不稳定，但如果调整得当、效率足够高，那么商业压力会小很多。当你花大量的时间和精力控制整个供应链时，就可以帮你规避掉很多不确定性。"

此外他还强调了 Marcolin 增加库存原材料的有效性。Fabrizio Curci 表示，公司 2021 年业绩比 2020 年增长了 34% 至 4.556 亿欧元，调整后的利息、税项、折旧和摊销前利润占净销售额的 11%，他将这一增长归功于该公司坚实的"意大利制造"供应链，以及在管理和技术能力方面的关键投资。

这同样也是 Moscot 在全球疫情环境下应对困境的生存之道。品牌首席设计师 Zack Moscot 说道："疫情确实是一个分析自身业务能力、加强自身运营能力的机会。我们在产品和库存上进行了关键投资，正因为此我们才可以加速生产、正常交付，对于我们来说并不存在许多竞争对手正在面临的一些挑战，在为客户提供一系列服务方面我们处于非常有利的地位。"

尽管 Moscot 并未参加本次 Mido 展会，也不打算进一步扩大批发客户数量，但 Zack Moscot 表示："我们的目标是将品牌保持在一个非常紧凑、具备战略性的核心位置，未来计划主要以欧洲市场为主，更加以 D2C 模式为经营核心。"

鉴于持续的经济制裁，眼镜制造及分销商 De Rigo 执行副总裁 Maurizio Dessolis 表示，整体行业的供应链问题对于市场前景的影响是不容忽视的，而集团可以通过提高效率来减少影响。虽然物流延误和成本上升削弱了盈利能力，但事实证明该行业依旧是具有弹性的。在 2021 年，总部位于意大利隆加罗内的 De Rigo 销售额为 4.216 亿欧元，相比 2020 年增长了 21.9%，公司表示这主要得益于美洲地区的强劲表现。

针对中国市场，Fabrizio Curci 提及，早在 2014 年，Marcolin 就与中国眼镜制造商 Ginko Group 建立合资公司，以扩大其在中国的业务。2020 年，公司又完成了对这一合资公司的收购，Fabrizio Curci 表示直接运营的模式使 Marcolin 从中受益。

对于近几个月以来中国奥密克戎疫情对品牌零售的影响，Marchon 首席营销官兼品牌高级副总裁 Thomas Burkhardt 表示正在保持密切关注，并在亚洲各国设立了相应团队与供应商及时保持联系，以确保品牌的市场知名度，并对未来的市场反弹做好准备。

不难看出，眼镜这一细分品类尽管在商品迭代性以及所能带来的业绩回报上都不如成衣手袋，但正是这样一个客单价较低、利润率和复购率更高的特殊品类，即使面对疫情及全球局势的侵扰，某种意义上反倒更加具备"耐受性"，并且有望成为消费者补偿性消费的首选。此外随着社交隔离的取消，潜在的旅游出行与保护视力需求，也为其带来了更多客观存在的增长空间。

接下来，尽管眼镜市场是否能成为时尚奢侈品消费中的中流砥柱尚且难下定论，但更高比例的增长幅度、更值得期待的增长趋势却不容忽视，甚至有望以"流量品类"的角色、成为品牌或集团扩大自身影响力和商业版图的敲门砖。在这一天到来之前，从产品、供应链、经营模式等各个方面做好准备，极其必要。WWD

（感谢 Martino Carrera 对本文的贡献）撰文 yalta图片来源 网络

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深度｜逆流而上的眼镜市场，如何迎接 2022 的下半场？

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为期三天的米兰 Mido 眼镜展会已于 5 月 2 日落下帷幕，本次展会吸引了 22000 名参展者，这一数字是 2019 年线下展览参展人数的三分之一，而参与本届展会的 660 家参展商数量，只有 2019 年的一半。 尽管参展商及买家数量规模骤减，相比以往 2 月下旬或 3 月初的举办期，多名集团的高管也坦言，展期的推迟使不少买家莅临展会时销售活动已经结束，因此销售额不可避免地面临降低。但即便如此，他们依旧看重回归线下展会后与买家建立联系的重要性。 更何况，在过去一年时间里，从 LVMH、到 Kering 等各大奢侈品集团及旗下品牌对在眼镜业务的投入、供应链的整合夯实，以及全球眼镜市场连续几年的增长势头，都为其在全球严峻局势下迅速复苏奠定了扎实基础。 以意大利为例，在 2021 年眼镜出口量就实现了 42.7% 的涨幅达到 29 亿欧元，这一数字相比 2019 年增长了 0.4% 的增长。在本次展会，相比以往更加大胆张扬、运动休闲的眼镜趋势，以及珠宝太阳镜和超大号镜框等个性化设计，也在一定程度上体现出了相应的乐观心态，并且对于眼镜这一细分品类而言，便为其赋予了更加广阔的创作空间，另一方面，也为日益扩大的消费群体带来了更加多元化的选择和场景需求。 从 Moschino 的粉色心形镜框、 Jimmy Choo 的珍珠镜框，到 Philipp Plein 饰有水钻徽标的镜腿，越来越多的太阳镜拥有了更加吸引眼球的夸张外观。 眼镜制造及分销商 De Rigo 最近推出了一个自有品牌 Yalea，专门提供多种颜色和图案的方形款式。 Salvatore

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After researching I made a conclusion for us to view the keywords of glasses market after 2022. We can see the pain points of this market and avoid all those drawbacks.

1-Off-line Sales
In the past few years after the end of the COVID-19 consumers are more inclined to go to offline physical stores for consumption. Whether it is an offline flagship store or an eyewear exhibition, the special physical materials for the brand are the most important part that we need to develop.

2-Market Style
All major eyewear brands are pursuing stylization. In such a diverse market, it is most effective to stick to the unique style of the brand. From the website and physical store I found that ACE & TATE has a minimalist aesthetic design. Although this style is simple, it has many details worthy of scrutiny, including the shape of the LOGO and the use of fonts. I want to stick with that style and carry it over to physical materials and online.

3-Transportation
Although it seems that the epidemic is over, the poor economic situation and conflicts between countries have made logistics and transportation very difficult. As Maurizio Dessolis said, we need to spend time on non-glasses peripheral products. Incorporate brand style while reducing shipping and handling costs.

4-Cross-border
In the research of competing brands, I found that the main promotion channel of most eyewear brands is online. Dynamic publicity such as websites, electronic posters, advertisements, and promotional videos are what brands need.

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Base on the fully research I've decided what should I add into ACE & TATE to complete this brand. The main purpose is developing the whole brand and brining it closer to ACE & TATE's values. This part is for the physical elements that I gonna make.

1- LOGO & LOGO transfer & branding visual pattern
2- Recyclable shopping bag, Branding sticker, Business card, Branding special card, Products special card, Tape, Poster
3-Packaging box for delivery
4-Packaging box for glasses
5-Glasses cloth & Glasses

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As I was saying ACE & TATE needs to promote themselves into larger market. The best way is ad and creative motion graphic. Either official website or other promotion like TikTok needs some important virtual elements.

1- virtual video for ACE & TATE for online promotion

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Arrow symbol's history helps me to create further more. It used to be arms in ancient South Africa. But In the 19th century, around the time of the industrial revolution, the arrow lost its meaning as a weapon and gained a new symbolic meaning. This triangular shape was used to denote directions. These simplified forms were first put to use by the artist Paul Klee and cartographer Emil Reich. Today, the symbol of the arrow is used around the world to point out directions.

1- For the Native Americans, the arrow was not merely a tool for hunting, but was also venerated as a symbol of life because it protected the people from wild animals and the harsh natural world.  Arrows have also played a significant role in the aesthetic sensibilities and cultural life of Native Americans.

2- Arrows carried an even greater meaning in the hands of Cupid, also known as the god of love and desire. The arrows of Cupid have been considered very powerful because those who were struck by them fell deeply in love. Even today, from cartoons to Valentine’s day posters, the image of a heart struck with an arrow is very popular.

3- Bows and arrows in the ancient Hindu epics of Ramayana and Mahabharatha are symbolic of strength and perseverance. The wielder of the bow and arrow stands as not only a symbol of physical strength but also an emblem of psychological prowess, courage, concentration, and a sharp mind. Even today, Hindus considers the arrow as an important icon of bravery and strength.

4- By using the symbol of arrows Buddha preaches that our reactions are more important than the obstacles itself.

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Arrows are a graphic symbol mostly used to indicate or point towards a particular direction. Arrow symbols can be found everywhere. In fact, if we look closely, we can spot them all around us, in shopping malls, street signs, and even clothes and jewelry.

Because they are seen so often, people pay little attention to their meaning and significance. But surprisingly, even the simplest arrow designs are heavily loaded with a symbolic meaning carried and transferred from ancient cultures.

In this article, we will be exploring the origins of the arrow, their meaning in ancient civilizations, significance in world religions, and their contemporary uses.

Origins of the Arrow

The earliest arrows are said to be found in South Africa, almost 70,000 years ago, and appear in Eurasia 48,000 years ago. In ancient cultures, they were primarily used as weapons, either to hunt animals or for people to defend themselves from warring tribes. Early cave paintings and manuscripts are etched with drawings of warriors armed with bows and arrows.

In the 19 th century, around the time of the industrial revolution, the arrow lost its meaning as a weapon and gained a new symbolic meaning. The drawing of the shaft and point was discarded to leave only the arrowhead.

Henceforth, this triangular shape was used to denote directions. These simplified forms were first put to use by the artist Paul Klee and cartographer Emil Reich. Today, the symbol of the arrow is used around the world to point out directions.

Meaning of Arrows

Because arrows were widely used since ancient times by most cultures, the symbol acquired different meanings based on the culture it was in.

Many historians claim that arrows were originally given a symbolic significance by the Native Americans, who were the original inhabitants of the United States. For the Native Americans, the arrow was not merely a tool for hunting, but was also venerated as a symbol of life because it protected the people from wild animals and the harsh natural world. Arrows have also played a significant role in the aesthetic sensibilities and cultural life of Native Americans.

Arrows can also be traced back to and mythology. In ancient Greece and Rome, arrows were used for warfare and conquest, but they carried an even greater meaning in the hands of Cupid, also known as the god of love and desire. The arrows of Cupid have been considered very powerful because those who were struck by them fell deeply in love. Even today, from cartoons to Valentine's day posters, the image of a heart struck with an arrow is very popular.

Bows and arrows in the ancient Hindu epics of Ramayana and Mahabharatha are symbolic of strength and perseverance. The wielder of the bow and arrow stands as not only a symbol of physical strength but also an emblem of psychological prowess, courage, concentration, and a sharp mind.

In the Ramayana, Rama uses his bows and arrows to defeat the king of Lanka, who had captured the beautiful queen Sita. Additionally, in the Mahabharatha, Arjuna, who was known as the worlds most skilled archer, won the hand of Princess Draupadi in an archery tournament. He also helped his family win the Kurukshetra War by wielding his bow and arrows. Even today, Hindus considers the arrow as an important icon of bravery and strength.

The Buddha narrates a story to one of his disciples, using the symbol of arrows. In the Buddhas story, arrows represent problems and obstacles. The Buddha asks his disciple if he would be hurt if he were to be struck by an arrow. The disciple answers yes. The Buddha then asks if it would hurt again if he was struck a second time. The disciple answers that it would be more painful. The Buddha disagrees and says that the second time we have a choice to react differently. By using the symbol of arrows Buddha preaches that our reactions are more important than the obstacles itself.

Arrow Symbolism in Jewelry and Fashion

Arrows can be found in necklaces, bracelets, earrings, inked tattoos, t-shirts, dresses, and other attire and accessories. However, the symbolism of arrows can differ depending on how it's depicted. Here are some common ways that arrows are portrayed, and the meanings attached to them.

1- A Bow and Arrow

An image of an arrow about to shoot from the bow.

Meaning:

This is a symbol of moving forward. It means the person is ready to go into the future and is willing to take on new adventures and dreams.

As the arrow is still attached to the bow, there is also anticipation and curiosity for what the future path might hold.

2- An Arrow in Motion

An image of an arrow that looks like a circle.

Meaning:

This arrow looks like it is in motion. It symbolizes dynamism and vibrancy. There is movement and effort to achieve one's goals and purposes.

3- An Arrow with A Loop

An image of an arrow that has a loop in the middle.

Meaning:

This type of arrow is symbolic of overcoming struggles, problems, and conflicts. It is up to us to have the will and courage to surpass hurdles and achieve what we set out to.

The arrow straightens out at the other end to imply that anything can be overcome.

4- The Infinity Arrow

This image has both the arrow and the infinity symbol.

Meaning:

An infinity arrow means that there is no end, and that there are numerous possibilities waiting for you. It is a symbol of opportunities and chances, waiting at your doorstep.

5- Two Crossed Arrows

This image has two arrows crossing each other.

Meaning:

The symbol of the crossed arrows is used to denote a deep affection or friendship.

6- A Heart with An Arrow

This image has a heart struck by an arrow

Meaning:

The symbol of a heart-struck arrow is used to denote strong love, passions, and deep emotions for a loved one.

Below is a list of the editor's top picks featuring arrow symbol.
Editor's Top Picks

Gifting Arrow Jewelry

There is nothing better than giving a loved one something beautiful to wear - a gift that they can always carry with them and proudly show off to others. Gifting arrow jewelry carries more significance than plain, ordinary pieces because of the symbolism attached to them. The examples below will illustrate why arrow jewelry can be the perfect gift.

For a friend:

Arrow jewelry for your friend, ideally with two crossed arrows, would not only look beautiful but will also symbolize long lasting trust and friendship.

For a lover:

An arrow with a heart for your partner or lover will convey deep messages of love and passion.

For a young loved one:

The arrow in motion and the infinity arrow will be a perfect gift for a nephew or a cousin who is about to start college, a new job, or move to a new place.

By giving this, you will tell them that they have new paths awaiting them, and an endless number of possibilities at each turn.

For a struggling friend, parent, colleague

The arrow with the loop can be given to a struggling friend, parent, or even colleague.

This will serve as a constant reminder that they will overcome the problems that they are facing now, and that no sadness or sorrow is permanent.

Arrow jewelry is sure to be a precious gift to your loved ones because it transcends the material and reaches out in a symbolic and spiritual way with its heavy, hidden meanings. An arrow gift will not only be valuable but also have a deeper message that can be remembered by them for the rest of their lives.

In Brief

The arrow symbol is very much a part of our daily lives. Its historical meaning and significance have changed in recent times, but are by no means lost. By using arrows in new and innovative ways, we continue to carry forth the cultures of ancient civilizations and religions.

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Arrow Symbol - What Does It Mean? - Symbol Sage

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Arrows are a graphic symbol mostly used to indicate or point towards a particular direction. Arrow symbols can be found everywhere. In fact, if we look closely, we can spot them all around us, in shopping malls, street signs, and even clothes and jewelry.

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I created several suitable arrows as the symbol part. These symbols will be combined with ACE & TATE word mark later.
This is first trying of this way. I'd like to add more ideas and values into the basic symbol. During Foundation5 we can see that arrow symbol represents enthusiasm, bravery, love, sunshine and life. These are all tasty parts but not match ACE & TATE values.

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You can see the graphic part of the logo I designed two forms, although it is just a simple mirror image but it represents two completely different meanings. The first represents a U-turn and the second represents a turn. As a student of brand design, I am still unable to determine which form should be used to reflect the transformation of brand value. The first one means that the brand returns to its original intention and picks up its creativity again, and the second one represents the brand's transformation into a new field. However, after research, we can find that the brand manager hopes to lay a solid foundation in the European sector and then carry out creative transformation, so I will tentatively choose the first combination form as the logo.

What we've seen so far are only drafts and ideas. I want to harmoniously integrate the designed graphics with the brand's original LOGO. First of all, the coordination and beauty of the original LOGO should not be destroyed, and secondly, all the brand values summarized above should be added to it and visualized.

So I think I should start with the fusion of concepts.

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From the initial electronic draft to the edit trilogy, I discovered the subtle connection between arrow symbol and the original word mark of ACE & TATE.

ACE & TATE adheres to the simple design style, so the combination of symbol and word mark must match the original style of the brand skillfully. Personally I prefer the third matching method. Symbol and word mark are perfectly combined in this way. The overall tone of black & white, simple and ingenious fonts, as well as the notch and small details of the symbol itself can not only be displayed in conjunction with the original logo, but also be intriguing. And different from the logo I made before, the third matching method integrates the word mark into the symbol to achieve an overall balance. This discussion of 'message' vs 'decoration' and 'concept' of design got me interested in the third approach.

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When we discuss the exclusive color of the brand, we hope that the color can remind consumers of the brand itself in an instant. This leads to brand tonality and brand value as well as brand mood needing to be perfectly matched with color. And when I opened the official website of ACE & TATE, I found that although the base of the color board is simple black, white and gray, it does not reflect the brand tone. After the previous summary, ACE & TATE is a brand full of creativity, they encourage people to discover different beauty. This is not reflected in the brand colors at all.

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After fully researching all the current products and official website of ACE&TATE. I summed up the four colors currently used by the brand. I found that the four vibrant colors mentioned the role of lightening rather than the main color when applied. The four bright colors on the product often make it difficult for consumers to choose. I think ACE & TATE need a bright color at the moment. This color can not only have the effect of brightening the picture, but also can be used as the main color in a large area of brand products.

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In the color part, we hope to fully reflect the tonality of the brand. It is a good choice to add a bright and enthusiastic color without changing black, white and gray as the basic color. Pantone recently announced the 2023 representative color "Viva Magenta", which is a natural tone derived from the red family series, showing the waywardness, happiness and creativity that people hope to feel when entering the new year. Between red and purple, "Viva Magenta" is a magenta color that is full of energy, enthusiasm, courage and inspiration. It is also considered to be the most suitable for the current post-epidemic era, giving hope and showing new power. New age colors for virtual worlds. Viva Magenta can express the passion and creativity exclusive to ACE & TATE.

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Which can work well I believed. However the layout and the whole style of this part is too mess. Information can't be read clearly and too many elements made even me confused. Time to find another we to arrange these information and tyoefaces.

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Lignite is still one of Germany's largest energy suppliers. Energy production from coal has enabled our civilization to make great economic and social progress, but at the same time it represents one of our greatest ecological problem.
Burning fossil energy sources contributes significantly to global warming.
The second color is still inspired by artist Tom. Coal mine production, as the source of the main chemical industry for human beings, has an impact on the environment that cannot be ignored. Regardless of whether it is the mining of coal mines or the subsequent dissolution of coal mine products and carbon emissions in the production process, every step of the assembly line will cause irreversible damage to the earth. I hope to introduce this concept into ace & tate to arouse people's attention to the impact and damage of production activities on the environment.

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Lignite is still one of Germany’s largest energy suppliers. Energy production from coal has enabled our civilization to make great economic and social progress, but at the same time it represents one of our greatest ecological problem.

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Still can't work well. I used packaging box as the pathway to start the experiment but I found that there were too much empty space. Although negative space can make the style of brand but too much would be useless. The way of opening the box made the layout very different so I tried another way of opening and layout.

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After viewing the first try I went back to more easy way. I use more simple symbol to create the logo. You can see here are eye symbol, modern glasses symbol, vintage glasses symbol. I used these symbols try to combine with the word mark.

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I chose this one with eye symbol. The reason is that it's tidy and can be showed with square shape which means combining would be easier than those abstract shape. And also the tidy style would give more opportunities when I use this into the system.

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After laying out these logos I went back to the brand foundation part to get more ideas. I found that ACE & TATE is a modern style glasses brand and it is also a brand that expresses simple life style. This made the second way of combining a little bit more vintage and serious for this brand. Especially with the color board it is too elegant for ACE & TATE. So I went back to the arrow symbols to find more options.

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I noticed that ACE & TATE's offline store is very interesting in visual part and maybe can be used in the graphic visual system. Also using elements from offline store can make the whole brands more tidy and logical when consumers come into contact with the brand.
Retail design for the new ACE & TATE store in London. The store is located in the renovated Battersea Power Station. For the design they drew inspiration from this beautiful building and its characteristics. The lighting above the counter symbolizes the chimneys that make the building so recognizable. The two circles are the common thread trough the design.

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nortstudiostore ACE & TATE London - nortstudio

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Retail design for the new ACE & TATE store in London. The store is located in the renovated Battersea Power Station. For the design we drew inspiration from this beautiful building and its characteristics. The lighting above the counter symbolizes the chimneys that make the building so recognizable.

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I found this report on ACE & TATE's official website. This is the 2021 Responsibility Report which shows the brand's responsibility and achievement. And also we can see brand's team want to develop their work.
"Producing a frame is quite a complicated process and we’re always working to make the right choices. That ranges from in-house design to development, forecasting and buying, etc. Our team and supply chain partners actively seek innovations in materials and processes to create the best possible frame, keeping quality, design, functionality and impact in mind. "

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ACE & TATE treats sustainability as the main target of brand's goal. Base on this goal we keep trying to reduce the absolute reductions. Absolute reductions refer to the reduction in total emissions, as opposed to relative reductions or intensity targets.
And also they keep working on acetate material and bio-plastics. In the future ACE & TATE will set science-based reduction targets, in line with the trajectory as outlined by the Intergovernmental Panel on Climate Change (IPCC) to limit global warming to 1.5 degrees celsius. Ans also ACE & TATE will create an energy baseline for all stores.Some new responsible Retail Concepts will be applied on all new and existing stores.
This campaign is about introducing a new glasses box which is made of a kind of new material called Acetate Renew. Acetate Renew is a more sustainable alternative to cellulose acetate. Like conventional acetate, it's made from sustainably sourced wood pulp but is combined with certified recycled plastics instead of fossil fuels. We then combine the cellulose acetate flakes with bio-plasticizers to create the final acetate material. Acetate Renew is made with Eastman's Carbon Renewal Technology. Using a molecular recycling process, they break down hard-to-recycle plastics at the molecular level. This is then combined with sustainably sourced wood pulp to make new acetate of the same quality as the traditional material.

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So based on our expectations for the future, we decided to release a glasses case made of a new material. BioAcetate S70 new material solves the degradation problem caused by acetate materials. The research and development team replaced petroleum plasticizers with plant-based castor oil. This greatly increases the internal robustness of the material and allows for recycling or more sustainable biodegradation. ACE & TATE tried to use BioAcetate S70 material to make eyeglass cases and tried to use this flash event to arouse consumers' interest, and at the same time took this opportunity to publicize the brand's insistence on sustainable development.
The location of this event at END. LONDON. As our partner END. LONDON strongly supported our plan. Consumers who come to our pop-up event can receive a glasses box containing soil and seed paper. You can plant the seed paper into the glasses box here and ACE & TATE will give you a brand new box as a gift. All these plants will be cared well and then plant back into our offline store. we will treat these little lives as a symbol of our eco-goal when they get strong. Come to the ACE & TATE store in the spring of next year to enjoy this view.

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As with all the songs on the album, Roger Waters wrote this. Some of the lyrics are based on an IRA terrorist attack that took place in London in July 1982. Two bombings occurred that day, one in Hyde Park, one in Regents Park. In Hyde Park, as the Household Cavalry marched past a parked sedan, a bomb hidden inside exploded. Four Cavalrymen and seven horses died, 22 guards and civilians were injured. Less than two hours later, on a bandstand in Regents park, the band of the Royal Green Jackets was giving a concert when a bomb underneath the stage exploded. Six bandsmen died, 24 other bandsmen and four civilians were injured.

The song tells the story of a gunner in a bomber who has parachuted out of his plane and as he floats down to the ground, memories of his life come up to meet him but then he has dream. His dream is that the world will be at peace where there is no censorship so you can speak out loud about what you are thinking, there will be no military rations so everyone can eat, and men won't have to sleep in the trenches. And the youth of the nation won't be sent of to die for their country. It also refers to people disappearing in the night.

The line, "in the corner of some foreign field the gunner sleeps tonight - We cannot write off his final scene - take heed to the dream" means the gunner died in the field but don't let him die in vain and make peace in the world.

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Last night I watched the 2013 Documentary film
"The Man Who Saved The World"
The man's name is Stanislav Petrov.
The year before Stanislav saved the World
In the year 1982 I wrote a song
"The Gunner's Dream"
It's weird to think that had Stanislav not been
In the right place at the right time
None of us would be alive
No one under the age of 37
Would have have been born at all.
It is acknowledged by all but the cretins amongst us
That nuclear arms have no value
It is also acknowledged that
They are a ticking bomb
And we ignore them at our peril
Accidents happen
The Stanislavs of this world are a rare breed.
We've been extraordinarily lucky.
If I ruled the world, I would heed the words of the wise
I would get rid of nuclear weapons
First thing tomorrow morning.
On Dr. King's name day.
Of course no-one can rule the world
The world cannot be ruled
It can only be loved and respected and shared.
If we're still here in the morning
So here is a new recording and video of
"The Gunner's Dream"
As a gift from me and my lovely band and our friends
To you
With our love
R.

Roger Waters: Piano and Vocal
Dave Kilminster: Guitar
Joey Waronker: Drums
Lucius- Jess Wolfe and Holly Laessig: Vocals
Gus Seyffert: Bass
Jonathan Wilson: Guitar
Jon Carin: Piano and Keys
Bo Koster: Hammond

Wrangled together by Sean Evans & Roger Waters
Mixed by Gus Seyffert
Mastered by Dave Cooley at Elysian Masters
Edited by Andy Jennison

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Last night I watched the 2013 Documentary film "The Man Who Saved The World" The man's name is Stanislav Petrov. The year before Stanislav saved the World In the year 1982 I wrote a song "The Gunner's Dream" It's weird to think that had Stanislav not been In the right place at the right time None of us would be alive No one under the age of 37 Would have have been born at all.

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All of the design part including campaign part I want to tell people the importance of environmental protection but ignore the meaning of humanity. ACE & TATE tries to show a people-oriented brand concept. This can be reflected in the preliminary investigation. Not only are they trying to flash back their mistakes and fix them but they are also recruiting partners with any creative ideas to build their team. ACE & TATE team is humble and focus on service. People-oriented is the core of their service. This song by Roger Water is anti-war. In his songs, he expresses his expectation for peace and the beauty of humanity. I think this song can express the idea of ACE & TATE very well in every aspect. It's not just about world peace. What is more important is freedom of thought, kindness of humanity and social stability. This is the core of people-oriented.

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This is the morion graphic that I created for ace & tate. The moving graphic bases on the formation of logo symbol. I used several squares, circles and triangles to fill up the screen and then cut the logo symbol from these shapes.

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Example as Jay. From left to right: Paper bag, Business cards, Sticker, Brand cards, Jay cards, Cloth bag, Jay's packaging box

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Visual Reference - The 1st Guangzhou Contemporary Art Fair

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Visual Reference - The 1st Guangzhou Contemporary Art Fair

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"Contemporary art" can be broadly understood as a kind of art that intervenes in society and explores the fringe of the field. Its"contemporary" exists in the various uncertainties of the work's concepts, ideas and means, and this unique attribute makesThe boundaries of "art" are inherently vague, and at the same time there are multiple changes.

Based on the rectangularshape, the uncertainty of contemporary art and the regional characteristics of Guangzhou are brought together in puregeometric figures. Through continuous extension and transformation, a rich and changeable visual system is finally formed. - ANOTHER DESIGN

This is the visual system for The 1st Guangzhou Contemporary Art Fair by ANOTHER DESIGN. After creating the logo's symbol I thought about this. ANOTHER DESIGN used the shape to cover those typefaces and treated this as the main core of the whole brand system. They created posters, sign and several touchpoints in this way which is very interesting and also in line with the characteristics of contemporary art. In the way of visual design I wanted to try it on ACE & TATE and maybe it gonna be fitted.

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"当代艺术"可以概括地理解为是一种艺术介入社会、探索领域边缘的创作，其"当代"存在于作品的观念思想及手段形式等各种不确定性中，而这种独特的属性使得"艺术"边界本身具有了模糊性，同时亦有多元的变化。 以矩形形态为基点，将当代艺术的不确定性与广州的地域特性汇聚于纯粹的几何图形当中，通过不断的延展变换，最终形成一个丰富多变的视觉系统。 "Contemporary art" can be broadly understood as a kind of art that intervenes in society and explores the fringe of the field. Its"contemporary" exists in the various uncertainties of the work's concepts, ideas and means, and this unique attribute makesThe boundaries of "art" are inherently vague, and at the same time there are multiple changes.

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Reference example

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I use Jay as an example to experiment with this style. Graphics and text that I thought might be a perfect match at first brought me huge confusion when it came to typesetting. Because after a year of study, I understand the importance of information readability. Consumers need to read the text clearly and smoothly on the product or item and successfully get the information. The use of this style is tricky in this regard, and the typography with the graphics somewhat hinders the smooth reading of the information. This will not only confuse consumers but also make brands lose the all-important trust in this regard. Neither the form of "text outside the graphics" nor "combination of text and graphics" can solve this problem. The former will disrupt the typesetting and reading order while the latter will make some text invisible due to occlusion.

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As you can see I change the box from horizontal to vertical. This made the empty space less as the bottom face is much smaller which is good. And also with the special pattern's join, the whole page was filled by icon, pattern and information. These elements could be arranged clearly in this way which made the package really simple but stylish. But the colors are tricky as vivid orange and pink can't be used as the foundation when typeface is white but dark red could work well. So next step I needed to check the color and change another way of showing the brand's color board on touchpoints.

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I changed the background to white and transferred the color to the text and graphics. This solved the problem I mentioned earlier. These three colors can be perfectly matched with the white base which will not hinder the readability and perfectly display the brand's color board on the product. This style is combined with the results of my previous layout experiment to make the packaging more unified and coordinated. After experimenting I think this method can continue to be extended and expanded to other items.

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Based on the previous thinking about campaign activities, I chose this reference. This combines graphics with glasses cases and core brand logos, both to remind participants of the theme of the pop-up event and to tie the event to the core brand. This takes the pop-up out of the core brand and uses different visual graphics to form a related yet distinct visual system.

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Nowadays many graphic designers use emoji as part of text. This interesting combination makes the text more interesting as a whole and also allows readers to understand the information represented by the text more intuitively. Emoji and similar icons can be added to campaigns as a new type of text.

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I added one more color here with pink from core brand. Feedback from Harriet reminded me that the campaign is one part of the core brand. Changing the logo with the original trend and similar but different color board can make the campaign brand base on the core brand but a little bit different from it.

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Poster, Seeds Card, Soil Bag, Package Box

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From the previous analysis, it is not difficult to see that ACE&TATE is committed to changing the overall direction of the brand, transforming from an eyewear brand to a product brand that favors the service industry. And when people talk about transformation, an important element we have to think of is the arrow. Arrows point from one direction to another, and it can represent a single direction or a process of transformation. This is like a car turning at an intersection, you can completely reverse the direction or continue driving in the other direction. And ACE&TATE is also at the crossroads of the market, they are facing the road of turning around just like a car.