LI HeartQ· 清照 LI 心
品牌概念：以词入香，以香写心
清照 LI 心以宋代词人李清照的精神世界为灵感原点，将东方古典诗词的意境与当代香氛视觉融合。品牌以「词心」为核，每一款香调对应一阕词的情绪——从「知否知否」的娇憨，到「寻寻觅觅」的清冷，再到「生当作人杰」的刚烈。LI HeartQ 不是简单的复古，而是把东方女性千年的精神褶皱，折叠进一瓶当代香氛的视觉语言里。
Qingzhao · LI HeartQ draws its inspiration from the spiritual world of Song Dynasty poet Li Qingzhao, weaving the imagery of classical Chinese poetry into the visual language of contemporary fragrance. Each scent corresponds to the mood of a ci poem — from tender naivety to quiet longing, and finally to unyielding strength. This is not mere nostalgia; it is the millennial inner world of the Eastern woman, folded into the design of a modern fragrance.
产品视觉：胭脂与墨的对话
产品视觉以胭脂粉为主调，墨绿为骨，米白宣纸为底。瓶身线条取意宋词的婉约转折，瓶盖的弧度呼应女子发髻的轮廓。每一个角度都经过反复打磨，确保产品在货架上、在梳妆台上、在社交媒体的镜头里，都能保持同一种东方气韵。粉与绿的撞色不是冲突，而是对话——胭脂的柔与墨绿的沉，恰好构成了李清照词中「浓睡不消残酒」与「绿肥红瘦」的视觉对仗。
The product visual is anchored in rouge pink as the primary tone, ink green as the structural counterpoint, and rice-paper off-white as the ground. The bottle curves echo the restrained turns of Song Dynasty ci poetry; the cap's silhouette references the contour of a woman's hair bun. Every angle is refined so that whether on shelf, vanity, or social media feed, the same Eastern breath remains. Pink and green do not clash — they converse, forming the visual parallel of Li Qingzhao's verses: heavy sleep, unspent wine; lush green, lean red.
传播视觉：把词牌印进海报
海报设计打破传统香氛广告的套路，不拍精致的瓶身特写，而是直接把词牌、书法、色块、女性剪影拼贴在一起。粉色海报取意「暖雨晴风初破冻」的春日情绪，绿色海报呼应「兴尽晚回舟」的夏日沉醉。每一张海报都是一阕词的视觉翻译，消费者不需要读懂设计语言，只需要感受到那种情绪——这就是东方美学最厉害的地方：它不解释，它只感染。
The poster design breaks the conventions of fragrance advertising. Instead of polished product close-ups, it collages ci-poem titles, calligraphy, color blocks, and female silhouettes directly onto the page. The pink poster carries the spring mood of warm rain and clear breeze breaking the frost; the green poster echoes the summer intoxication of returning late by boat. Each poster is a visual translation of a poem. Viewers need not decode the design — they only need to feel the mood. That is the quiet power of Eastern aesthetics: it does not explain; it infects.
场景氛围：一盏灯下的东方
清照 LI 心的使用场景不是冰冷的实验室，而是黄昏时分书桌上的一盏台灯。香氛点燃的那一刻，整个空间被暖光包裹，瓶身的影子投在宣纸质感的桌面上，像一阕未写完的词。这种场景化的视觉叙事，让产品从「一瓶香水」变成了「一种生活方式的入口」——消费者买的不是香调，而是那个想象中的自己：在黄昏里读书、写字、发呆的东方女性。
The stage for Qingzhao · LI HeartQ is not a cold laboratory, but a desk lamp at dusk. When the fragrance is lit, the room is wrapped in warm light, and the bottle's shadow falls on the rice-paper surface like an unfinished verse. This scene-driven narrative transforms the product from a bottle of perfume into a doorway to a way of life. The consumer is not buying a scent — they are buying the woman they imagine themselves to be: reading, writing, lost in thought, at dusk.
设计亮点
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