Cosmic Speculation

2x4 Beijing designed the new identity and packaging for Cosmic Speculation, a fragrance brand inspired by the private garden of architect Charles Jencks. “Yu 宇” signifies space, the boundary of individual exploration; “Zhou 宙” signifies time, the scale of personal growth. The newly upgraded brand typography also has its own “scale.”

Built on the skeleton of the sans-serif typeface, a slight tilt at the strokes of both Chinese and English letters illustrates a resolute yet gentle thoughtfulness. The CS logo features interlinked strokes that extend in a continuous cycle, representing a connection between people and the cosmos.