THE BIRTH OF THE SUPER SYMBOL OF THE TRIANGLE "JING" CHARACTER

Customer/Secret Holiday Adjustment Hall

Brand Design/Logo/VI/Store SI/Packaging Design

——Using a red inverted triangle, erect a symbol of "Jing" for 600 million women

1、 Brand background: Creating a new category of "Tiaojing Guan"

Secret Holiday, the first professional menstrual management clinic brand in China, was founded by its founder Anzi in 2015. The birth of the brand originated from a father's love for his daughter - Anzi, in the process of helping his daughter solve menstrual pain problems, keenly discovered that up to 80% of China's 678.71 million female population have varying degrees of menstrual problems, but there is no professional menstrual adjustment institution in the market.

This market gap has given rise to a new category called "Tiaojing Guan". Starting from the first 150 square meter Tiaojing Hall in Xinzheng, Henan in 2015, Secret Holidays rapidly expanded to 681 stores nationwide within three years, covering 228 cities and serving over 9 million consumers. The brand slogan has also evolved from the initial slogan "Good menstruation, no aging" to "Menstrual management expert", and finally established itself as the current "Menstrual problem, find secret holidays".

However, with the rapid expansion of the brand, a core issue has emerged: how to use a powerful visual symbol to make the private and important matter of "menstrual regulation" visible, remembered, and trusted?

2、 Core Strategy: Creating the "Jing" Character Number as the Brand Visual Hammer

In positioning theory, the visual hammer is the key force that nails brand language into consumers' minds. Secret holidays require a visual symbol that can both directly target the core of the business and cleverly handle privacy sensitivity.

Symbol prototype: Red inverted triangle

We have chosen the red inverted triangle as the core visual hammer of our brand. This choice is based on multiple considerations:

Metaphorical form: The inverted triangle is an abstract expression of the female triangle area, subtly and accurately pointing to the brand's service core - women's menstrual health. It is not explicit, but it makes the target audience understand.

Cultural association: Inverted triangles have rich symbolic meanings in both Eastern and Western cultures. It is both a geometric representation of stability and often interpreted as a symbol of energy, innovation, and power. International brands such as Prudential also use the red inverted triangle as their logo to convey a robust and reliable brand commitment.

Color power: Red is the color of menstruation, the color of life, and more importantly, the color of passion and power. Red represents the brand's solemn commitment to women's health and conveys positive and confident energy.

The birth of the "Jing" symbol

On the basis of the red inverted triangle, we incorporate the Chinese character "Jing" to form a unique brand super symbol:

Red inverted triangle+"Jing" character=visual totem of secret vacation

The design logic of this combination is:

Graphics as Text: Inverted triangles serve as visual containers for the "Jing" character, integrating graphics and text to form strong visual memory points

Text as Business: The word "Jing" directly refers to "menstruation" and "menstrual period", allowing consumers to understand at a glance what the brand does

Symbol is Privacy: The abstract triangular form adds a subtle veil to the character "Jing", cleverly resolving the shyness that may arise from the topic of "menstruation"

This symbol is both a silent confession and a banner for defending women's health.

3、 Visual Identity System (VI) Design

Based on core symbols, we have constructed a complete, unified, and dynamic visual recognition system.

From logo design, to standard formats, to color specifications, to auxiliary graphic systems, to application system specifications, let brand symbols enter users' lives

4、 Store Visual and Spatial Design

The design of the secret vacation space follows the principle of "explicit and implicit": using strong visual symbols to attract attention externally, while creating a peaceful, private, and healing atmosphere internally.

From exterior design, storefront system, storefront strategy, spatial flow design, and reference to professional health space design experience, we create a progressive spatial experience from "open to private":

First floor: reception area, to second floor: consultation and testing area (semi private), to third floor: conditioning service area (fully private), single rooms, double rooms, VIP rooms meet different needs.

From materials and details: floor, wall, fabric, fragrance, to create a professional and trustworthy conditioning space for customers

5、 Packaging Design

Product packaging: Secret Holiday has a self-developed menstrual regulation product system, including bath bags, moxibustion strips, herbal essential oils, etc. The packaging design follows the following principles:

Unified Visual Family: The red inverted triangle serves as the core visual asset, occupying the main visual area of the packaging

According to product functions, distinguish series through auxiliary colors or graphics: conditioning series, maintenance series, cleaning series, etc

Material selection: Environmentally friendly and recyclable paper material, conveying the brand concept of health and sustainability

Matte film coating enhances tactile quality

Some products use reusable sealed packaging, making it convenient for users to use them multiple times

Information hierarchy:

First glance: Red inverted triangle symbol

Second glance: Product name and function

Third Eye: Detailed Explanation and Instructions for Use

6、 Advertising Promotion and Communication Strategy

Brand slogan system, main slogan: "Menstrual problems, find secret holidays"

Directly understand and reduce user decision-making costs

Occupy the category of "menstrual regulation" mentality

Auxiliary slogan: "Good menstruation, no aging"

Linking menstrual health with anti-aging and addressing women's core concerns

Catchy and easy to spread

Visual advertising creative: The image is extremely simple: a huge red inverted triangle occupies the visual center, and a small line of text below reads "Menstrual problems, find secret holidays"

No need for explanation or modification, symbols themselves are the strongest language

Content dissemination, Tuner's Day: July 28th of each year, "China Tuner's Day," is the highlight of the brand's annual communication

National exchange of case studies, witness glory, spread positive energy in the menstrual adjustment industry, and shape a professional social image

7 · 28 "sounds like" go love ", giving the brand a warm emotional connotation

The brand design of Secret Vacation is an exploration of "how to say something private".

From logo to space, from packaging to advertising, this red inverted triangle is everywhere, yet perfectly matched. It becomes a silent code between secret holidays and users.

2018