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.
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.
“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.
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.
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.
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.
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.
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.