FÜRSTENBERG BRAND IDENTITY by Interbrand Group for Furstenberg

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FÜRSTENBERG BRAND IDENTITY

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Industry Manufacturing, Household maintenance & pet products, Tableware, Cutlery, Cookware
Media Design & Branding
Market Switzerland
Agency Interbrand Group
Designer Jana Haserodt
Released January 2011

Credits & Description

Category: Consumer Products
Advertiser: FÜRSTENBERG
Product/Service: PORCELAIN
Agency: INTERBRAND
Date of First Appearance: Jan 21 2011
Entrant Company: INTERBRAND, Zurich, SWITZERLAND
Senior Designer: Anne Rehwinkel (Interbrand)
Senior Designer: Jens Grefen (Interbrand)
Chief Creative Officer Central & Eastern Europe: Andreas Rotzler (Interbrand)
Designer: Jana Haserodt (Interbrand)
Junior Designer: Maria Penner (Interbrand)
Creative Director 3D: Jens-Ole Kracht (Interbrand)
Senior Designer 3D: Barbara Umann (Interbrand)
Senior Designer 3D: Stephan Klopp (Interbrand)
Media placement: “Solitaire” Brochure - Maison Et Objet Tradefair In Paris - January 21, 2011
Media placement: “Wagenfeld” Brochure - Maison Et Objet Tradefair In Paris - January 21, 2011
Media placement: “Solitaire” Price List - Maison Et Objet Tradefair In Paris - January 21, 2011
Media placement: “Wagenfeld” Price List - Maison Et Objet Tradefair In Paris - January 21, 2011
Media placement: Stationary (Business Cards, Letterhead) - Distributed To Employees - January 21, 2011
Media placement: Press Kit - Distributed To Media - January 21, 2011

Describe the brief from the client
FÜRSTENBERG has specialised in unique craftsmanship and exclusive porcelain manufacturing since 1747. The company faced the challenge of positioning itself as a modern luxury brand that stands out not only from industrially manufactured porcelain, but also within the segment of handcrafted porcelain. Like most of its competitors, FÜRSTENBERG had long attempted to capitalise on its impressive heritage and tradition, resulting in a rather conservative look and feel for a target group that slowly faced extinction. FÜRSTENBERG aspired to become a more modern brand, while not losing its existing customers at the same time.

Describe the challenges and key objectives
The challenge was to transform a rather unspecific, tradition-bound German manufacturer into a luxury porcelain brand that stands out from the competition. Revolutionise the porcelain industry by emphasising not only “beauty” but also “precision”, thereby appealing to additional target groups, primarily younger consumers – and men. The aim was to create a modern luxury brand with an attitude and give the object “porcelain” a masculine rather than feminine edge. Budget and timing restrictions made the task of establishing a distinctive brand identity that would generate a huge impact within the industry all the more challenging.

Describe how you arrived at the final design
We took advantage of FÜRSTENBERG’s history and heritage as an asset, and simultaneously transported the venerable company into the 21st century. The new identity focuses on excellent products while stressing their “masculine” aspects and raising new awareness for the material itself, the design process, and the techniques involved in making fine porcelain. We even went so far as to refer to the material using the masculine article: “DER Porzellan”. The new look transports the sophisticated art of porcelain manufacture into the modern age by emphasising technical precision and craftsmanship in addition to conventional aspects such as beauty and high value.

Give some indication of how successful the outcome was in the market
The initial response to the launch of the new identity at the first few trade fairs has been very positive. Customers and retailers congratulated FÜRSTENBERG on their outstanding new brand appearance. The design was praised as a well-executed visual identity that did not lose sight of the brand’s origin and heritage. For the client, the relaunch is a resounding success – the synthesis of a long-cultivated image with a modern approach to the luxury segment. By positioning itself as the first porcelain brand that targets men, too, FÜSTENBERG increased its potential market by 50%.