Aveda Eslite Xinyi Store Indoor Signage | Beauty Retail Brand Identity Case
Selected Works
Recognized at a glance, amid the constant flow
CHYIHAUR crafted the indoor signage for the Aveda Eslite Xinyi store, delivering AVEDA's signature natural aesthetic through clear brand identity within a high-traffic mall environment. Customers recognize the brand at a glance along the flow of foot traffic, giving the store steady recognition and a clear sense of direction.
Year
2021
Collaborating Partner
Herohouse Design
Project Planning & Execution
CHYIHAUR Team
In a high-traffic setting like the Eslite Xinyi store, a brand often has just a few seconds to be seen. Aveda's store identity has to accomplish two things within those seconds: let loyal customers recognize the brand instantly, and leave an impression on passersby. CHYIHAUR produced the indoor signage, using a clean, clear identity to position the brand amid the constant flow of people.
01
Project Background & Challenge
As Aveda moved into the Eslite Xinyi store, its store identity faced the classic challenge of a mall environment: surrounded by countless brands and dense visual information, the signage had to communicate the brand clearly within the brief moment it holds a viewer's gaze. At the same time, AVEDA values a natural, pure brand tone, so the signage could not turn loud in pursuit of attention. Striking the right balance of refinement was the crux of this project.
Illuminated Letters on a Metal Ring
Seen from below, the dimensional letters and the triangular mark stand on top of a circular metal ring: the faces glow white while the brushed metal sides pick up the surrounding light. An English line about flower and plant essences is engraved around the ring, which is held up by slim metal supports. Nothing else is floodlit — only the lettering glows, keeping AVEDA's clean tone against the warm timber wall.
02
Design Goals & Strategy
We planned the indoor signage on the principle of "clear, not loud": the identity presents the brand lettering in a clean, crisp manner, keeping AVEDA's consistent natural aesthetic intact amid the mall's dense visual field. The placement and presentation of the signage follow the store's circulation planning, ensuring that as customers approach from the main walkway, they recognize the brand and find the entrance at first sight.
Finding the Entrance from Afar
From further back, the ring floats on a slender post. The white glow of the letters stays legible between the timber-slat ceiling and the rows of dark bottles, so customers approaching along the main aisle notice the lettering first and follow it to the shop entrance.
- 01Indoor Signage FabricationDesign and fabrication of the store's brand identity signage.
- 02Mall Identity PlanningIdentity presentation planning tailored to the mall environment and circulation.
- 03Brand Aesthetic AssuranceVisual execution that preserves AVEDA's natural, pure brand tone.
- 04On-Site InstallationOn-site positioning and installation suited to the mall store's conditions.
03
Project Outcome
Once completed, the Aveda Eslite Xinyi store keeps a clean, clear identity within the mall's dense visual field: loyal customers follow the brand lettering straight into the store, while passersby remember the brand within the few seconds their gaze lingers. The signage fulfills its task without being loud — letting the brand be seen, steadily, amid the constant flow of people.
Learn More
FAQ
This is a case in which CHYIHAUR produced the indoor signage for the Aveda Eslite Xinyi store, delivering AVEDA's natural aesthetic through clear brand identity within a high-traffic mall environment. The signage was planned around the store's circulation, letting customers recognize the brand within the few seconds their gaze lingers.
From CHYIHAUR's experience on the Aveda Eslite Xinyi store project: mall signage faces dense visual competition and only a fleeting glance, so the priority is clarity and refinement rather than size and brightness. The identity must communicate within a few seconds while respecting the mall's overall guidelines and atmosphere.
For Aveda, CHYIHAUR took a "clear, not loud" approach: presenting the brand lettering in a clean, crisp manner and winning through clarity of identity rather than visual volume. This keeps AVEDA's natural, pure tone intact within the mall environment, making it stand out all the more amid the visual noise.
Yes. CHYIHAUR has long provided fabrication services for AVEDA's store identity — beyond the indoor signage at the Eslite Xinyi store, this includes suspended metal advertising pieces, illuminated dimensional letters, and other forms of identity engineering. Having the same team execute the identity across a chain brand's locations ensures consistent quality and refinement.
If you are planning the brand identity and indoor signage for a department store or mall storefront, you are welcome to reach CHYIHAUR through the "Contact Us" page on the official website. The team will provide planning advice and a quote based on the mall's conditions.
Other Cases
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These projects may not headline our portfolio, yet each reflects the same commitment CHYIHAUR brings to brand and space.
Whatever the scale, every piece is held to the same standard — so each sign, each installation, becomes a definitive mark the brand leaves on the city.
