hAo mArket is centered around the core concept of discovering and showcasing exceptional finds from around the world. We imagined a fictional natural experimental research institute as the brand's visual identity—drawing inspiration from the visual language of contemporary exhibitions to create a balanced yet contrasting relationship between new retail and historic architecture. Opting for a lowercase font with emphasis on the italicized uppercase letter A, reminiscent of introductory texts in exhibition literature, we treat products as specimens. We also developed three sets of organically grown life forms from nature, each corresponding to different floor formats in physical retail spaces. By magnifying organic details from various angles, we established a distinctive brand recognition system. These immersive brand details offer hAo mArket's audience a scenographic and socially integrated new consumer experience.

hAo mArket——以找到并放大世界上的好物为核心概念，我们虚构了一个自然实验研究机构，作为品牌视觉形象—利用当代展览的视觉语言创造出新零售与老建筑之间对立又和谐的关系。我们选择全小写的字体排印方式，突出斜体大写字母A，如展览文献中的引言般，将商品作为实验品对待。并创造了三组自然界中生长出的有机生命体，对应实体零售空间中不同楼层的业态。通过对于有机体细节的不同角度放大，形成品牌独特的识别系统。这些沉浸式的品牌细节为hAo mArket的观者提供了场景化、与社交紧密结合的新消费体验。