地心吐司｜deysume
ART DIRECTOR: Vincent Xu
DESIGNER: Zhao Ang
LOCATION : Guangzhou
YEAR: 2025
CLIENT: deysume
地心吐司是一家位于广东的主打吐司的综合类烘焙店，当日现做不卖隔夜面包是地心的产品理念，主理人希望为地心吐司打造一套可爱俏皮的全新的视觉形象。
vi设计中的四个主要形象立足于1818年，小约翰·克里夫·西蒙提出的地心空洞假说，该假说主张地球是一个中空的巨大壳体，人类生活在这个球体的内部，所以我们所看到的日月星辰，浩瀚宇宙也都是在地球的内部，按照这种假说的逻辑，所谓地心即是太阳。
整个视觉设计将这个曾经风靡一时的伪科学当作一个故事作为背景支撑使其与品牌名称建立联系，再与行业属性进行有机结合，便诞生出了一个个生动的形象。
deysume is a comprehensive bakery located in Guangdong that specializes in toast. The product concept of the Earth's Center is to make bread on the same day and not sell overnight bread. The owner hopes to create a cute and playful new visual image for the Earth's Center Toast.
The four main images in the VI design are based on the Earth's Center Hollow Hypothesis proposed by John Cliff Simon Jr. in 1818. The hypothesis advocates that the earth is a huge hollow shell, and humans live inside this sphere. Therefore, the sun, moon, stars, and the vast universe we see are also inside the earth. According to the logic of this hypothesis, the so-called Earth's Center is the sun.
The entire visual design uses this once popular pseudoscience as a story as a background support to establish a connection with the brand name, and then organically combines it with industry attributes to create vivid images.
