Corporate Intro

中國寶島眼鏡集團是從在一間五坪大的店面開始,逐漸發展成眼鏡業之龍頭。1965年於三重市成立第一家寶島眼鏡行。1970年以寶島眼鏡公司的名字，正式開創了眼鏡專業的連鎖經營。目前在中國大陸已經突破1000家直營店， 並於2011年5月榮穫中華人民共和國國家工商行政管理總局商標。

Department Service

品牌設定：

一個品牌能利用傳統文化的元素，但是有著西方設計的語言。神秘感是一種很強的品牌知名度的推動因數，中國在許多歷史文化面上仍然還沒有完全的被開啟潘朵拉的寶盒。

品牌精神：

『內聚中國身分，外銷中國文化』-『KDX看東西』定義中式文化下應有的時尚態度，並且是國際流行必須的東方色彩;以東西方的不同交錯視點來提供消費者以流行的角度來詮釋屬於中國市場的眼鏡選擇，提供具備特殊品味且為市場意見領袖指標的眼鏡時尚之嶄新選項。

品牌標誌LOGO設計 ：

在東的轉折裡讀出西的美學，於西的包覆裡藏著東的簡約，複合的趣味組合的藝術 ，是東西揉合的美是一種趨勢也是一種態度。

產品設計：

企圖用故事帶出商業話題刺激消費者感官;塑造出戴上眼鏡可以是另一種身分的自己，同時意圖把眼鏡延伸成為重量級配件。

包裝設計：

取中國古書之竹簡意象，做為眼鏡盒外觀設計訴求，加入中國古玩翻板的趣味，眼鏡盒利用四條織帶做為固定與開啟之結構，在迴圈之中表現萬物生生不息之意義; 以書本的形式包裝眼鏡盒。贈品設計：

墜子上精巧的品牌刻印，搭配原創、獨特的暖木warm wood香調,加入茉莉花香，肉豆蔻及胡椒的香味。完美演繹東方文化的典雅，KDX留下一抹雅緻神秘的氣息。

空間設計：

KDX 在空間規劃上，眼鏡陳列架用模組化概念為設計方向，讓商品陳列方式保持彈性且易於變化，將中式元素融入傢俱及裝飾道具設計。Corporate Intro
KDX Kan Dong Xi _ CIS / PRODUCTS / SPACE Design Project
In the Chinese market for eyewear, in light of the rapid changes of tastes and preferences of consumers, businesses wishing to achieve stable operation and continued growth must first induce awareness and consciousness for their products in their consumers. By creating a differentiation from typical eyewear stores in the market, it is possible to take that differentiation and extend it into specific product characteristics that shape brand personality. DEM wanted to create an eyewear brand that involves more elements of traditional culture in the language of Western design. And as such, the utilization of brand axis（Cultural Essence + Human Stories）to create products and shopping space with a buzz that could spark market resonance and generate followers turned out to be the greatest challenge that DEM faced in the brand design process.

 

Department Service

1.Brand Configuration:

DEM wanted to create a brand that involves more use of elements of traditional culture in the langue of Western design. “Mystery” is a powerful propellant of brand exposure and there are still numerous “Pandora’s Boxes” in Chinese history and culture that have yet to be fully capitalized.

2.Brand Spirit:

“Assuming Chinese identity to market Chinese culture”- the『KDX Kan Dong Xi』 brand will emphasize more on attitude rather than glamorous appeal to define the appropriate attitude towards fashion in Chinese culture and the key oriental colors needed to spark international trends. With a convergent perspective that combines eastern and western cultures, the brand shall provide choices of eyewear that interpret the Chinese market from a chic viewpoint. KDX offers a concept of a composite branding store for eyewear to deliver novel choices of fashionable spectacles that reflect unique tastes and represent mainstream market opinion.

3.Brand LOGO design:

Revealing western aesthetics through eastern transition; enveloping eastern simplicity in western packaging – the art of composite combination symbolizes the beauty of western and eastern infusion and it is not just a trend; it is an attitude.

4.CI Color (PANTONE 669C) Configuration:

In traditional Chinese culture, purple is a prestigious color. It is passionate without being gaudy; it is noble yet mysterious. There’s an ancient saying that goes, “purple (auspicious) air from East” in Chinese. There are two interpretations for purple air according to traditional Chinese culture – it may refer to the aura/air that immortal beings or saints carry with them or the auspicious energy emitted by treasures or sacred items.

5.Product Design:

Initial designs of the three major product series took place in 2012 with attempts to create business buzz through stories to stimulate consumers’ senses through the conception of the idea that donning an eyewear allows consumers to create their alter egos while extending eyewear to becoming a heavyweight accessory. With western presentation of eastern style, the products give new definition to fashion. The fun of synthesis and the art of combination shape the chic taste that consumers pursue.

6.Packaging Design:

Inspired by the image of bamboo and wooden slips of ancient Chinese scrolls, DEM has chosen it as the key element of the exterior design for the eyewear box. DEM has also taken an idea from the traditional Chinese toy of Fan Ban (lit. flipping boards) to use four fabric tapes to achieve a simple opening and closing mechanic in an attempt to represent the significance of the circle of life through the scroll as a packaging for the eyewear box. When one opens the scroll, he would naturally be drawn to the story of the brand. The use of the book concept in the design of the product aims to achieve consistency from the inside to the outside of the scroll.

7.Gift Design:

Naming: “Glimpse of Fragrance zero”: category: fragrance balm.

Featuring an exquisite brand etching on the pendant, coupled with an original and unique warm wood fragrance coupled with the scent of jasmine, nutmeg and pepper, the gift is a perfect embodiment of the elegance of eastern culture as KDX leaves a lingering fragrance of elegance and mystery.

8.Spatial Design:

In terms of spatial design for KDX, the eyewear display racks featured concept of modules to keep the display of products versatile and easy to change by infusing Chinese elements into the design of furniture and decorative items.

Result /

July 2012: Beginning of PR exposure in Taiwan through publicity on graphic and electronic media.

Sept 6 2012: Grand opening of flagship store in Gubei, Shanghai.

Mid May 2013: Scheduled for launch in Taiwan.