Reflecting the good. Making good things possible together.

Brunner nate campaign

Rheinau / 2021

Reflecting the good. Making good things possible together.

Brunner nate campaign

Rheinau / 2021


Brunner nate campaign, Rheinau. A project by Ippolito Fleitz Group – Identity Architects

In collaboration with Atelier Steffen Kehrle, contract furniture manufacturer Brunner is launching nate: a series of wooden furniture that has emerged from an aim to be contemporary in the strictest sense. But what does that actually imply? This is where we, as an interdisciplinary design studio, come in. We have designed a comprehensive communication campaign to accompany the launch of the products: from developing the central idea of ‘reflecting the good’, to photography and video clips for social media, to qualitative storytelling in the form of a sustainably printed, beautifully designed brochure.

Of sitting. Of reflecting.
We begin with understanding the product as a platform and rendering the process behind it visible: nate is the result of an intensive, long-standing cooperation between designers, manufacturers and technical heads. The brochure copy tells the story of this product development in a personal and accessible way. From the initial idea to the finished chair, which is so good that it immediately spawns a whole product family. As well as introducing the people involved and the furniture itself, we also highlight the unifying and binding values that underlie the development process. When you leaf through the brochure, succinct quotes jump out at you and convey an impression of the people involved and their vision for the wooden chair of the future.

Of good things. Of doing better.
And this is what it looks like: PEFC-certified solid wood, pollutant-free raw materials – and a frame made from recycled plastic. This ensures that the individual parts do not need to be glued, and the chair can be repaired more easily. It also renders it more stable and thus more durable. But nate is not only good, it also radiates goodness. For us, this means: We cast a good light on nate and nate casts it back on us – reflecting the good.

Together with Munich-based photographers Myrzik and Jarisch, we translated this guiding idea into a visual narrative. The product photography plays with refracting light, overlays and reflections, yet it remains firmly grounded, allowing the warmth of the material to be seen and felt. In the brochure, we reinforce the effect of these images through an airy layout that employs lots of white, while the colour saturation of all other design elements is reduced. In the social media clips, our guiding idea is expressed through an atmospheric use of the products, as well as through close zooms and calm camera sweeps that are entirely dedicated to materials and surfaces.

This wooden furniture series offers one possible suggestion of how the future might look. Sustainability as a soft and harmonious symbiosis of nature and technology: this is what nate embodies. Thanks to our campaign, nate also conveys this vision to the outside world. For us, contemporary means: nate can be found in rooms where good things happen. So let’s spread the word.


Brunner nate campaign, Rheinau. A project by Ippolito Fleitz Group – Identity Architects

Cross-media storytelling – the central idea of "Reflecting the good" is told in a consistent and varied way via photography, video clips, social media, press articles and in the form of a sustainably printed and high-quality designed brochure.


Brunner nate campaign, Rheinau. A project by Ippolito Fleitz Group – Identity Architects
Brunner nate campaign, Rheinau. A project by Ippolito Fleitz Group – Identity Architects
Brunner nate campaign, Rheinau. A project by Ippolito Fleitz Group – Identity Architects

Brunner nate campaign, Rheinau. A project by Ippolito Fleitz Group – Identity Architects


Brunner nate campaign, Rheinau. A project by Ippolito Fleitz Group – Identity Architects

Brunner nate campaign, Rheinau. A project by Ippolito Fleitz Group – Identity Architects
Brunner nate campaign, Rheinau. A project by Ippolito Fleitz Group – Identity Architects
Brunner nate campaign, Rheinau. A project by Ippolito Fleitz Group – Identity Architects

Brunner nate campaign, Rheinau. A project by Ippolito Fleitz Group – Identity Architects

Brunner nate campaign, Rheinau. A project by Ippolito Fleitz Group – Identity Architects

Brunner nate campaign, Rheinau. A project by Ippolito Fleitz Group – Identity Architects
Brunner nate campaign, Rheinau. A project by Ippolito Fleitz Group – Identity Architects
Brunner nate campaign, Rheinau. A project by Ippolito Fleitz Group – Identity Architects

Brunner nate campaign, Rheinau. A project by Ippolito Fleitz Group – Identity Architects
Brunner nate campaign, Rheinau. A project by Ippolito Fleitz Group – Identity Architects

Brunner nate campaign, Rheinau. A project by Ippolito Fleitz Group – Identity Architects
Brunner nate campaign, Rheinau. A project by Ippolito Fleitz Group – Identity Architects
Brunner nate campaign, Rheinau. A project by Ippolito Fleitz Group – Identity Architects

Brunner nate campaign, Rheinau. A project by Ippolito Fleitz Group – Identity Architects

Die Bildsprache spielt mit Lichtbrechungen, Überlagerungen und Reflektionen, bleibt dabei aber geerdet und lässt die Wärme des Materials spürbar werden.


Brunner nate campaign, Rheinau. A project by Ippolito Fleitz Group – Identity Architects

Brunner nate campaign, Rheinau. A project by Ippolito Fleitz Group – Identity Architects

Brunner nate campaign, Rheinau. A project by Ippolito Fleitz Group – Identity Architects

Brunner nate campaign, Rheinau. A project by Ippolito Fleitz Group – Identity Architects

Brunner nate campaign, Rheinau. A project by Ippolito Fleitz Group – Identity Architects
Brunner nate campaign, Rheinau. A project by Ippolito Fleitz Group – Identity Architects

Brunner nate campaign, Rheinau. A project by Ippolito Fleitz Group – Identity Architects

Brunner nate campaign, Rheinau. A project by Ippolito Fleitz Group – Identity Architects
Client
  • Brunner GmbH
Location
  • Rheinau
Status
  • Completed (2021)
Categories
Photography
  • Ippolito Fleitz Group
  • Myrzik und Jarisch
Team
  • Axel Knapp
  • Ju-Mi Lee
  • Christian Leroy
  • Charlotte Scheben
  • Jörg Skalecki
  • Carolin Stusak
  • Lea Witt
Partner
  • Myrzik und Jarisch (Photographer)
Copyright
  • Ippolito Fleitz Group