dada embellishes women’s multi-faceted nature. We have transformed this new Chinese brand into a real gem.

dada Jewellery

Beijing / 2014

dada embellishes women’s multi-faceted nature. We have transformed this new Chinese brand into a real gem.

dada Jewellery

Beijing / 2014


dada Jewellery, Beijing. 프로젝트 진행 Ippolito Fleitz Group – Identity Architects

The dada logo and the facets pattern

dada is a completely new Chinese jewellery brand with a stand-alone business idea: The individual elements of the collection can be combined in any way you choose. Our objective was to translate this business idea into a compelling brand identity, following an interdisciplinary approach that is tailored to the Asian market. With a store concept as well as Corporate Design and communication.

The mix & match idea is targeted towards a young female audience. The core idea is to express the appeal of mix & match through a conceptually compelling brand story. The playful approach towards combining individual pieces of jewellery means that each woman can highlight her own individual characteristics. This basic principle is pursued in the design through an individual facet pattern, abstract silhouettes as individual loci of desire and a shooting in which a model reinvents herself again and again. All this is consistently implemented across all media from the store to packaging and website.

The dada store concept implements the mix & match character of the brand in a spatial sense through the use of an enchanted forest. The young target group is guided through this magical forest, trying on different pieces of jewellery and discovering new inspiration along the way. Different jewellery presenters were developed, which also offer sufficient space for a friend.

The website is designed as a source of inspiration. Here visitors can actively try out their different facets and be inspired by what they see. The website also serves as an online shop, which promotes the mix & match idea through the user navigation. The ›mydada‹ section transforms the site into your own personal website for your ideas, wishes or exchange via social media. The website uses contemporary technologies such as parallax scrolling and integrated videos that effectively portray the narrative and playful character of their content.

Different videos also feature on the website and in the stores, providing playful insights into the product world.

프로젝트 구분

수상정보

  • 2018 / German Design Award
    Winner: Brand Identity
  • 2017 / iF DESIGN AWARD
    Interior architecture – Retail architecture

dada Jewellery, Beijing. 프로젝트 진행 Ippolito Fleitz Group – Identity Architects

dada Jewellery, Beijing. 프로젝트 진행 Ippolito Fleitz Group – Identity Architects
dada Jewellery, Beijing. 프로젝트 진행 Ippolito Fleitz Group – Identity Architects

dada Jewellery, Beijing. 프로젝트 진행 Ippolito Fleitz Group – Identity Architects
dada Jewellery, Beijing. 프로젝트 진행 Ippolito Fleitz Group – Identity Architects

dada Jewellery, Beijing. 프로젝트 진행 Ippolito Fleitz Group – Identity Architects

为了传达这一基本思路,我们采用了一个多棱镜式的图形,切割出不同的梦幻瞬间,再配合一位不断变幻造型的摄影模特,来展示品牌的多样性。这位代言的模特形象贯穿于各个领域,从门店到包装,再到主页界面。

dada Jewellery, Beijing. 프로젝트 진행 Ippolito Fleitz Group – Identity Architects

dada Jewellery, Beijing. 프로젝트 진행 Ippolito Fleitz Group – Identity Architects

dada Jewellery, Beijing. 프로젝트 진행 Ippolito Fleitz Group – Identity Architects

静物摄影使用了最精致的剪纸艺术,来展现梦幻中充满情感的场景。


dada Jewellery, Beijing. 프로젝트 진행 Ippolito Fleitz Group – Identity Architects

dada Jewellery, Beijing. 프로젝트 진행 Ippolito Fleitz Group – Identity Architects

dada Jewellery, Beijing. 프로젝트 진행 Ippolito Fleitz Group – Identity Architects

dada的“混搭”概念体现在店面设计上则是一座“迷幻森林”。

dada Jewellery, Beijing. 프로젝트 진행 Ippolito Fleitz Group – Identity Architects

dada Jewellery, Beijing. 프로젝트 진행 Ippolito Fleitz Group – Identity Architects

dada Jewellery, Beijing. 프로젝트 진행 Ippolito Fleitz Group – Identity Architects

dada Jewellery, Beijing. 프로젝트 진행 Ippolito Fleitz Group – Identity Architects

dada Jewellery, Beijing. 프로젝트 진행 Ippolito Fleitz Group – Identity Architects

고객사
  • Beijing Keerworld Jewelry Co., Ltd
위치
  • Beijing
현황
  • 완료 (2014)
프로젝트 구분
사진촬영
  • Tim Thiel
프로젝트 팀
  • Kim Angenendt
  • Gunter Fleitz
  • Tilla Goldberg
  • Jonas Hertwig
  • Peter Ippolito
  • Axel Knapp
  • Hélène Lahache
  • Eva Lichner
  • Senhui Qiu
  • Felix Rabe
  • Franziska Strantz
  • Kirsten Wagenbrenner-Ziegler
  • Tanja Ziegler
파트너
  • Saad Khayar (Animation)
  • Skalecki Marketing & Kommunikation (Concept & Copywriting)
  • Studio Flox (Stop Motion Animation)
저작권
  • Ippolito Fleitz Group
보도자료

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