S.O.U.L Brand Identity Design

Brand identity

Soul, pronounced similarly to “lock” in Mandarin, is a lock for the mind. For eons, our ancestors have been protecting valuables and collection using rope & knots. The material of the lock production evolved from bamboo to wood, with metal components gradually appearing only after the Han dynasty. The pronunciation of the Chinese character for labor is the same as for lock, comprised of three heart characters. With multiple hearts, the focus is on design, fashion and culture.