After discussing the brand objectives and user portrait with the client, we designed this logo in lowercase letters. A single letter ‘b’ with the ascending part and the letter ‘a’ varied in three different shapes, together composing this logo that brings the users a feeling of ‘I don't know why but there’s something special’. We’ve been iterating the design based on this according to the brand's development strategy, in order to adapt to the different needs of online and offline.