Fred Guo, Founder / CEO
"Embark on a trendsetting journey through sound and light."
Brand Origins: From Laboratory Glow to a Symphony of Light and Sound
Fred’s journey into brand creation began in the quiet hum of a research lab, where he first encountered a technology that could summon plasma into existence. Under precise frequencies and voltages, a mixture of oxygen and argon transformed into a luminous, otherworldly state.
Through the small window of the equipment, he watched as violet and blue hues flickered and danced—a hypnotic display that became one of the most captivating sights of his research years. Beyond its scientific function, he saw beauty, a hidden spectacle rarely glimpsed outside the lab. A thought took root: could this ethereal glow transcend its industrial purpose and find a place in everyday life?
Determined to bring this vision to light, he set out to translate the technology into a consumer experience. At first, he considered crafting pure lighting products, but the idea felt incomplete—too constrained by existing markets. Instead, he sought a way to weave light into something greater, something that resonated on multiple senses. The answer lay in sound.
Thus, the fusion of light and music became his canvas, shaping the first spark of a product that would set his brand’s journey in motion.
Brand Aesthetic: Where Trend Meets the Avant-Garde
Fred sees trends as elusive, ever-shifting forces—especially when it comes to defining the next wave of cultural movements. Yet, as a young creator, he refuses to be a mere observer. Instead, he seeks to carve out his own vision.
Across borders and cultures, he recognizes a universal human spirit—one that refuses to yield, that pushes forward in relentless pursuit of the unknown. Inspired by this drive, he shaped the brand’s first season around the theme of space exploration. Drawing from the cosmos, elements like astronauts, UFOs, planets, and nebulae became the foundation of its aesthetic, defining a pioneering identity rooted in discovery.
This vision transcends commercial motives or critique. It is a pure pursuit of the unknown—a sensory journey where music and light merge to transport the soul. Like interstellar missions carrying humanity beyond Earth, Fred believes his concept will resonate, offering people a gateway to new dimensions from the comfort of their homes.
Brand Name: “Reasonable Principles” – A Multidimensional Philosophy
The name “Reasonable Principles” (Reazenable) is a reflection of profound intent, woven with layers of meaning. It arises first from a deep sense of national pride. Guo Zhonghao, the founder, believes in the power of China’s formidable supply chain and manufacturing expertise. It is only natural, in his view, to craft exceptional audio products and build a world-class brand. The word “reasonable” is a testament to the faith in Chinese craftsmanship and an unwavering hope to see the global market diversify beyond the dominance of American, German, and Japanese products.
As a brand that embodies the spirit of avant-garde culture, “Reasonable Principles” strives to give voice to those whose thoughts and lifestyles are not fully embraced by mainstream society. These are individuals who live by their own reasonable principles, and the brand stands as a beacon for them—using uplifting language to represent their way of life and encouraging others to embrace this philosophy. It is a celebration of living authentically, with the brand’s products woven into this journey of self-expression.
At its core, the brand also draws inspiration from the eternal presence of light—both in the physical world and the cosmos. Light serves as a timeless messenger of universal truths, and the brand’s pursuit of light-based products pays homage to this enduring force. Infused with the serenity of Buddhist philosophy and the depth of Zen, the brand invites individuals to experience music not merely as sound but as a form of spiritual practice—an opportunity for inner tranquility, a moment of transformation, and a deeper connection with oneself and the universe.
Brand Balance and Expansion: The Dance Between Experience, Art, and Commerce
In the evolution of his brand, Guo Zhonghao faces the delicate balance between experience, artistic design, and commerce. He believes that while his personal life experiences may be condensed, the brand’s expression of lifestyle has become an extension of his own identity. The energy he invests into the brand’s portrayal of life and people is deeply personal, almost like a form of emotional investment.
Looking ahead, Guo envisions a brand imbued with a spirit of rebellion—one that mirrors the human quest to explore outer space and discover new facets of life. He hopes to inspire people to embrace new experiences, whether through listening to diverse music, witnessing different landscapes, or adopting new lifestyles. The brand’s goal is to make life richer and more vibrant.
This year, the focus will shift to lighting products, with plans to introduce at least five different SKUs. These products will serve as a direct representation of the brand’s technology, offering an honest and straightforward expression of its capabilities. The audio products, however, will remain the flagship, positioned as professional-grade, offering the highest quality music experience. In the next phase, the brand plans to push the boundaries of traditional speakers, transforming them into tools for productivity and creativity.