Arts Studies and Criticism

This study discusses the application of oriental aesthetics in brand design and its impact on consumer perception, using the 'To Summer' brand as a case study. Although many brands have explored traditional culture and emphasised oriental connotations, they often tend to become similar in identity. 'To Summer', on the other hand, stands out with its unique oriental aesthetic, making it a model worthy of study. This study aims to analyse how the brand embodies oriental aesthetics through its design and investigate its impact on brand image and consumer perception. The research methodology is to analyse the brand visual design practices of the the brand, including the brand logo, visual system and package design, and to systematically study the brand strategy of 'To Summer' through the comprehensive use of design theory and aesthetic principles. The results show that 'To Summer' incorporates oriental aesthetic elements into its brand design through the combination of the Song style font and the octagonal logo, which strongly conveys the oriental culture. In the packaging, 'To Summer' uses simple and luxurious textures, classical and modern layouts, black and white colour schemes, and large amounts of white space to build a unique oriental aesthetic. By designing a visual language, 'To Summer' not only reduces communication costs, but also realises efficient brand communication through a strongly consistent visual system. This study provides a reference for other brands to show how to effectively incorporate elements of Eastern aesthetics in contemporary design to enhance brand competitiveness.