Category

Brand Identity

Year
2026

Client 
Prato Set Verde 
原野集

Industry

Natural Lifestyle / Light Aesthetics / Original Life Brand

Designer

Aaron Zhao

Prato Set Verde 意为青绿原野，以缩写PSV作为核心视觉符号，围绕「自然、城市、松弛感」构建品牌体系，融合自然美学与都市日常生活方式，打造可感知的日常自然意境。品牌字体以手绘衬线为基底，保留经典衬线的优雅复古质感，融入不规则手工笔触，弱化刻板严谨的秩序感，塑造自由温润、富有温度的品牌性格。色彩萃取大地浅咖与暖柚色系，取自土壤、阳光与自然果实，奠定柔和且富有层次的视觉基调。视觉图形以手绘植物、飞鸟、蒲公英、星光等自然意象延展，通过灵活组合适配多元场景，形成具备生长感与松弛氛围的图形系统。

Prato Set Verde means green wilderness, with its abbreviation PSV as the core visual symbol. Centering on "nature, city and relaxation", the brand integrates natural aesthetics with modern lifestyle to build daily natural imagery. The hand-drawn serif font retains elegant retro texture and adds irregular strokes, presenting a free and warm brand temperament. The color palette extracts earthy coffee and warm pomelo tones from natural landscapes, forming a soft and layered visual tone. Based on hand-painted natural elements such as plants, birds, dandelions and stars, the scalable graphic system with a sense of growth conveys a relaxed and original life attitude.