dada饰品点缀女性妆容,而我们则将这一来自中国的品牌自身打造成一件精美的首饰

dada Jewellery

Beijing / 2014

dada饰品点缀女性妆容,而我们则将这一来自中国的品牌自身打造成一件精美的首饰

dada Jewellery

Beijing / 2014


dada Jewellery, Beijing. 项目客户 Ippolito Fleitz Group – Identity Architects

The dada logo and the facets pattern

dada是来自中国的一个全新饰品品牌。他们所拥有的独立的商业理念,即任意组合搭配同一个设计系列当中的单件饰品则是我们在设计中需要传达的品牌特征。而且,我们的设计要求要做到跨领域且面向整个亚洲市场。设计内容包括品牌的门店设计、企业设计以及传达设计。

dada“混搭”思路的目标群体是年轻女性。我们的核心创意则是将混搭的优势通过明确的品牌故事表达出来。对首饰加以个性化的灵活搭配能够依照心愿点缀每位女性的不同层面。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的“混搭”概念体现在店面设计上则是一座“迷幻森林”。年轻的女性顾客置身于这片散发着魔法的森林中,随时随地都有新的发现。她们可以观赏试戴每一件心仪的饰品。特别为此设计的货架让陪购的客人也能有一个自在的容身之地。

我们将品牌的主页设计成为一个激发顾客灵感的源泉。访客可以置身于代言模特的角度,不断变化角色,汲取灵感。同时,主页也具备网购功能。为了引导顾客完成自己的混搭创意,主页上特别设置了一个名为“mydada”的区域,用作顾客的个人空间,展示各自心愿,或在社交媒体上进行交流。主页制作采用了当前的最新技术,例如视差滚动(Parallax-Scrolling)和视频嵌入等,突出了主页内容的叙述性和探索性特点。

在主页和门店内还运用了多条视频,将顾客带入产品的世界中,引人入胜。

类别

奖项

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

dada Jewellery, Beijing. 项目客户 Ippolito Fleitz Group – Identity Architects

dada Jewellery, Beijing. 项目客户 Ippolito Fleitz Group – Identity Architects
dada Jewellery, Beijing. 项目客户 Ippolito Fleitz Group – Identity Architects

dada Jewellery, Beijing. 项目客户 Ippolito Fleitz Group – Identity Architects
dada Jewellery, Beijing. 项目客户 Ippolito Fleitz Group – Identity Architects

dada Jewellery, Beijing. 项目客户 Ippolito Fleitz Group – Identity Architects

The mix & match idea is pursued in the design through an individual facet pattern, abstract silhouettes as individual locations of desire and a shooting in which a model reinvents herself again and again.

dada Jewellery, Beijing. 项目客户 Ippolito Fleitz Group – Identity Architects

dada Jewellery, Beijing. 项目客户 Ippolito Fleitz Group – Identity Architects

dada Jewellery, Beijing. 项目客户 Ippolito Fleitz Group – Identity Architects

The still life photography uses finest custom-tailored papercuts to present dreamy scenes full of desire.


dada Jewellery, Beijing. 项目客户 Ippolito Fleitz Group – Identity Architects

dada Jewellery, Beijing. 项目客户 Ippolito Fleitz Group – Identity Architects

dada Jewellery, Beijing. 项目客户 Ippolito Fleitz Group – Identity Architects

The dada store concept implements the mix & match character of the brand in a spatial sense through the use of an enchanted forest.

dada Jewellery, Beijing. 项目客户 Ippolito Fleitz Group – Identity Architects

dada Jewellery, Beijing. 项目客户 Ippolito Fleitz Group – Identity Architects

dada Jewellery, Beijing. 项目客户 Ippolito Fleitz Group – Identity Architects

dada Jewellery, Beijing. 项目客户 Ippolito Fleitz Group – Identity Architects

dada Jewellery, Beijing. 项目客户 Ippolito Fleitz Group – Identity Architects

客户
  • Beijing Keerworld Jewelry Co., Ltd
地点
  • Beijing
状态
  • 已完成 (2014)
类别
摄影
  • Tim Thiel
团队
  • 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
合作伙伴
  • Saad Khayar (Animation)
  • Skalecki Marketing & Kommunikation (Concept & Copywriting)
  • Studio Flox (Stop Motion Animation)
版权
  • Ippolito Fleitz Group
出版物

期刊
书籍
网媒