SHELF 舍尔弗









Category:                       Identity system,Spatial Design,E-commerce Design
Art Director:                  Du Lei
Designers:                     Huang Ke,Feng Jiali,Tan Lin
Project Manager：  Silje,Liu Jiayan
Year:                                 2025For a long time, the wardrobe industry has been constrained by outdated conventions, forcing consumers to compromise on their choices. Today, more people seek living spaces that fit their real needs and break free from rigid traditional designs. Responding to this shift, SHELF has pioneered the brand-new category of the modular skeleton wardrobe, fully upgrading traditional panel-built wardrobes in functionality, performance and user experience. Fully adaptable to users’ functional needs, family composition and living habits, our products can be adjusted flexibly as family life evolves, delivering the ultimate value of home furniture — practicality.

Embracing the brand philosophy of “Undefined, Ever-growing”, we have built a complete brand visual system and terminal retail system for SHELF. From brand identity and in-store displays to price tags and sales tools, the core concepts of modularity and freedom run through every brand touchpoint. We reshape the traditional wardrobe retail model with flexible and customizable storage spaces, redefining what a wardrobe can be.



长期以来，衣柜行业被一些传统惯例所主导，消费者选购产品时往往只能被动妥协。现在，越来越多的人希望居住空间能更贴合自己的真实需求，不被传统形式所束缚。面对这种变化，SHELF舍尔弗开创「骨架式衣柜」全新品类，从功能、性能与使用体验上，全面革新传统板式定制衣柜。产品支持用户根据自身功能需求、居住人群、日常使用习惯自由组合搭配，可随家庭人居状态变化灵活调整，去达成产品的终极价值——「好用」。

结合「不被定义，自在生长」的品牌理念，我们为SHELF创建了品牌视觉体系与终端零售体系，从品牌标识、门店展陈，到价签系统、销售道具，将模块化、自由化的核心贯穿品牌全维度，重构传统衣柜业态的零售形态，以自由可变的收纳空间，去实现「重新定义衣柜」的目标。

DOD

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