DUCTSTORE the design guru Co., Ltd.

Innovative brand experiences can be celebrated on a grand scale, especially at trade fairs. DUCTSTORE the design guru realised a new appearance for Jorakay in 2023 that made the company logo and thus the spirit of the brand a walk-thru experience. The fascinating structures of a crocodile skin formed the basis for the trade fair stand, which was successfully developed further the following year (see p. XXX).

Interview with DUCTSTORE the design guru Co., Ltd.

Red Dot: For the Jorakay 2023 trade fair stand, you were inspired by the skin surface of a crocodile, which is also the basis of the company logo. What did the development look like?
DUCTSTORE the design guru Co., Ltd.: We were asked to modernise the brand identity without rebranding, while retaining the existing crocodile logo. We therefore developed a storytelling approach, for which we transformed the distinctive scales and spines on the animal’s back into a diagram. This was used in the architecture of the pavilion, so that people were reminded of the crocodile and thus of the logo. This approach captured the brand story, but it also utilised the design of the pavilion to create a new, memorable image.

The trade fair appearance was therefore a holistic brand experience. How important is it today to actually make this experience tangible or even “walk-thru”, as was the case with Jorakay?
Implementing a concept with a clear basis helps to make brands more accessible. In this case, it creates a new positive perception of Jorakay and offers a previously unknown brand experience. The overhauled design also reflects the new attitude of the brand. Previously, Jorakay was only perceived as a manufacturer and distributor of products for professional construction companies. Now the brand uses design to build trust in the products, targeting architects, designers, artists and a younger generation.

How was the information communicated at the stand?
At the client’s request, we realised extensive storytelling on panels. The challenge was to find an approach to presenting the story of the brand and the products in a seamless and innovative way that differed from traditional presentations. This allowed visitors to explore the brand step by step and engage with it via various clusters.

What was the feedback from your client and from the trade fair visitors?
Visitors reacted very positively to the presentation, and we also won some important design awards. Jorakay put their full trust in us and allowed us to work on ideas freely and without restrictions. Working with a client who understands the value of design also fuelled the creative process for the Jorakay pavilion in 2024, which we likewise designed.