Modern ABC fragrance body wash has rapidly risen in the highly competitive fragrance and hygiene products market through systematic brand visual and product design upgrades. Since its official launch in 2020, the brand has quickly expanded its offline channels nationwide, deploying over 130 exclusive stores in major cities across China, covering the first and second-tier cities in most provinces. As of now, the brand has opened nearly 30 exclusive stores in major shopping malls across the country, covering core regions such as Shanghai (Jing'an Yacheng, Jingyao Fantan, Wujiaochang Wanda), East China (Jiangsu, Zhejiang, Shanghai), South China (Guangzhou, Shenzhen, Fujian), and Southwest (Sichuan, Hunan), including high-end shopping malls in first and second-tier cities. Online, the brand mainly operates through a天猫旗舰店， firmly occupying the leading position among domestic brands in the rapidly growing fragrance body wash market. It is highly praised by consumers for its "pleasant scent" and "not overly strong， elegant yet not vulgar"， resulting in a high user repeat purchase rate and word-of-mouth promotion.

Modern ABC is a women's lifestyle brand that advocates a free and elegant aesthetic. Its slogan is "Always Be Charming - Living More Gracefully with Fragrance". It encourages contemporary women to embrace themselves and maintain their unique charm in all stages of life. The brand focuses on "fragrance focus and emphasis on art" as its core value and uses "Fragrance Life Artist" as its brand slogan. Its products include fragrance body wash， body lotion， hand cream， perfume， and aroma diffuser. Modern ABC aims to create an original fragrance hygiene brand based on modern life aesthetics and extended with diversified artistic connotations.

This project is to create a brand visual and product design system for Modern ABC's fragrance body wash. The core goal is to help the brand establish a differentiated， artistic， and high-quality brand identity in the rapidly growing fragrance hygiene market. Starting from the brand's core value of "focusing on fragrance and emphasizing art"， we have established three design directions： "Artistic Sense， Modern Sense， and Fragrance Experience". Brand visual system： Based on the brand concept of "refreshing the body and enjoying modern bathing art"， we have constructed a complete VI system that combines modern aesthetics and artistic connotations， allowing the brand to visually convey the refined lifestyle of fragrance hygiene. Product design and packaging innovation： Product development focuses on in-depth cooperation with illustrators and perfumers， integrating fragrance logic into the bathing experience - not overpowering with strong scents， but using fragrances as the core component of the bathing experience. The bottle adopts transparent matte material and fog blue labels， etc.， creating a unique visual recognition on the shelves. The brand has launched a fragrance body wash product line covering over ten fragrance types such as osmanthus， citrus， mojito， white lotus， cherry blossom， rose water， and Nile River citrus， meeting the fragrance preferences of different consumers. Through this design system that combines artistic tone， recognition efficiency， and fragrance experience， Modern ABC has successfully upgraded from a start-up hygiene product to a unique original fragrance hygiene brand with strong visual recognition， complete product matrix， and national channel layout.

Modern ABC香氛沐浴露通过系统化的品牌视觉与产品设计升级，成功在竞争激烈的香氛洗护市场中迅速崛起。品牌自2020年正式落地以来，凭借精准的“专注香氛，强调艺术”定位，快速在全国范围内拓展线下渠道，短短数月即在全国部署专卖店130余家，遍布中国绝大多数省份一二线城市。截至目前，品牌已在全国各大商场开设近30家专营店，覆盖上海（静安大悦城、晶耀前滩、五角场万达等）、华东（江浙沪）、华南（广深福建）及西南（四川湖南）等核心区域的中高端购物中心。线上以天猫旗舰店为主要经营渠道，在香氛沐浴露这一快速增长赛道中稳居国货品牌前列，被消费者评价为“气味不错”、“香而不浓烈，淡雅而不俗气”，形成了极高的用户复购率与口碑传播。

Modern ABC是一家崇尚自在美学的女性生活方式品牌，品牌 slogan 为「Always Be Charming 自在活更迷人」，鼓励当代女性接纳自我，于人生各个阶段保持独有的魅力风采。品牌以“专注香氛，强调艺术”为核心价值，以“香氛生活艺术家”为品牌口号，产品主要包括香氛沐浴露、身体乳、护手霜、香水及香薰等。Modern ABC旨在打造一个以现代生活美学为基底、以多元化艺术内涵为延展的原创香氛洗护品牌。

本次项目是为Modern ABC香氛沐浴露打造品牌视觉与产品设计体系，核心目标是在香氛洗护这一快速增长的赛道中，帮助品牌建立差异化、艺术感与高品质的品牌识别。我们从品牌“专注香氛，强调艺术”的核心价值出发，确立了“艺术感、现代感、香氛体验”三大设计方向。品牌视觉体系：围绕“焕活身心，尽享现代沐浴艺术”的品牌理念，构建了兼具现代美学与艺术内涵的完整VI体系，让品牌在视觉上即传递出香氛洗护的精致生活方式。产品设计与包装创新：产品开发注重与插画师、调香师的深度合作，将香调逻辑融入沐浴体验——不是浓烈盖味，而是将香氛作为沐浴体验的核心组成部分。瓶身采用透明磨砂材质与雾蓝标签等设计语言，在货架上形成独特的视觉识别。品牌已推出涵盖桂花、柑橘、莫吉托、白兰花、樱花、玫瑰水、尼罗河柑橘等十余种香型的沐浴露产品线，满足不同消费者的香氛偏好。通过这一兼具艺术调性、识别效率与香氛体验的设计体系，Modern ABC成功从一款初创洗护产品升级为具有强视觉识别、完整产品矩阵与全国渠道布局的原创香氛洗护品牌。