Corporate Design

DER Porzellan

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In the repositioning of this longstanding porcelain manufacturer, the design objective was to develop a distinguishing corporate design as well as an attention-grabbing communication strategy – thereby appealing not only to established target groups but also to younger consumers. Using the masculine article “der” instead of the correct neuter article “das”, the claim “FÜRSTENBERG – DER Porzellan” is initially perplexing and focuses on the masculine facets of the product: detailed precision, technical finesse and an uncompromising commitment to porcelain. The new visual identity sets the brand apart from competitors through its consistency, clarity and the distinctive use of black.

Credits
  • Client:
    Porzellanmanufaktur FÜRSTENBERG GmbH, Fürstenberg
  • Design:
    Interbrand, Cologne/Zürich
  • creative direction:
    Jens Grefen
  • graphic design:
    Jana Haserodt, Harald Mönch
  • customer advisory service:
    Anne Rehwinkel
  • 3d design:
    Jens-Ole Kracht, Barbara Umann