Rong Ding Xuan Branding Design / 荣鼎轩品牌设计

A rebranding project in a category steep in culture and traditions.

BrandingGraphic DesignPhotography
荣鼎轩是一个专注于中国传统手工艺传承的紫光檀木家具品牌。经过与业主沟通,和对工厂的参观,我们对此品牌对于工艺的认真追求,细节的严格把控,敬佩无疑。这也是荣鼎轩和其他竞争对手最大的差别。

例如:荣鼎轩不在家具上清漆。其他竞争对手为了掩盖工艺上的瑕疵会涂上厚厚透明清漆,让接缝平整,但荣鼎轩却用高难度且费时的抛光打磨工艺来达到似镜面的光泽。红木本身很坚韧,不容易有划痕,涂上漆后反而容易划伤,如同车上的烤漆稍有损伤就得重新上漆。传统工艺确实是更耐用的,和很多当代大众消费产物多坏多买多换的理念有很大的差异。这种对工艺的追求,和选材上的诚实也是我们在设计上想传达的。

开展这个品牌升级的项目我们抱着的初心是种敬佩和尊重。内敛精炼的视觉表达;雅致、稳重、自信。从视觉符号来说,我们把荣鼎轩定位在传统红木和设计师自创品牌中间。扎根在历史和传统,并且开放包容向前看。产品摄影风格也是整体品牌呈现的关键。我们借鉴了拍名车名表的方式,用深黑背景来衬托高光亮泽,表达家具的线条,和材质的质感。
Rong Ding Xuan is a Chinese company that manufactures and sells traditional Chinese redwood furniture. After touring their factory and speaking with the owners, we were very deeply impressed by their attitude towards their craft and their attention towards the smallest details. This is truly what sets them apart from other competitors.
 
For example, they do not apply coating to their finished products. Whilst competitors use a thick layer of varnish to even out jointing surfaces,  they use a painstaking two-step polishing process to achieve mirror-like surfaces. Redwood naturally is very tough and scratch resistant, whereas coating is prone to scratch marks, like cars they have to be recoated if scratched. And stain marks are easily removed by sandpapering away the top surface. Traditional craftsmanship is at heart more sustainable and run counter to planned obsolescence of modern day mass consumption products. This pursuit of excellence in craftsmanship and honesty in treatment of materials is what we sought to express in our design.
 
It is with this deep sense of respect that we set out this rebranding exercise. Subtlety in expression, a graceful elegance that is reserved and confident. Semiotically, we positioned their brand in the middle between ultra conservative redwood industry and uber design oriented modern chinese furniture brands. Grounded in history and traditional crafts but forward looking and open. Finding an appropriate way to visually communicate their products is core to this project. We borrowed photographic styles from prestige watch and car visuals to convey the premium nature of their products. The sharp highlights against a dark background showcase the beautiful lines and surface gloss of the furniture. 
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