DER Porzellan

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.