SHORT DESCRIPTION

This project introduces a distinctive and engaging brand identity for “Know Your Need,” a new commercial brand launched by Kunshan Rural Commercial Bank. Guided by the slogan “A city where opera echoes through time, a bank that truly understands you,” the design seamlessly blends Kunshan’s rich cultural heritage with modern financial services to create a warm, human-centered brand identity system. The logo design contains profound symbolic meaning. The key element is the letter “K,” which serves as the initial for both Kunshan Rural Commercial Bank and the brand concept “KNOW U NEED.” This dual meaning reinforces a strong and memorable brand presence. The letter “K” is creatively reinterpreted as two mirrored U-shapes, visually expressing the mutual trust and close connection between the bank and its clients. This visual metaphor conveys the brand’s philosophy: “Together, we move forward.” Further enriching its symbolism, the lower half of the logo is styled as a reflection in water, echoing Kunshan’s identity as a southern Chinese city renowned for its picturesque water towns. The brand’s IP characters take inspiration from two classic roles in Kunqu Opera: Xiaosheng, the young scholarly gentleman, and Qingyi, the elegant and virtuous lady. From these traditional roles come two personified figures—Kun Xiao’er and Dong Xiaojie. “Xiao’er,” a warm and familiar term once used for helpful attendants, represents the brand’s spirit of dedicated public service. Meanwhile, “Dong,” which means understanding, perfectly captures the brand’s client-centered philosophy—always ready to listen, connect, and respond to what clients truly need. In addition, the brand has introduced a range of cultural and creative products featuring these IP characters, such as emoji packs, cushions, and fans. With their fresh, youthful styles, these items add depth and energy to the brand image, making it feel more vibrant and relatable.