Research Studios

Xindao

Xindao Branding

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Xindao, a Dutch company, is a supplier of promotional gifts with over 22 years experience and strong relations in China.

When Xindao approached us, their branding and communication collateral was very much of the promotional gift industry visual language, in essence there was nothing wrong with the design Xindao already had: it did a job safely and efficiently. Xindao’s existing design concept was to push their positioning in China, manifested through use of the colour red for their branding and tradeshow stand, of which the latter had the theme of a Chinese pagoda. The Chinese angle to the brand had also run its course: what with China becoming a strong capitalist global player, it was no longer viable to use this as an angle to make Xindao a unique company. The design was looking dated and tired.

What we didn’t want to do was design to this current formula. We accessed the design trends to see how we could break that mould, and create pioneering design solutions that would elevate Xindao from their competitors and in turn make them a pioneer of their own market. We wanted to achieve this while still being relevant and valid to their brand ethos and needs – it was about creating an innovative design solution that would grow with Xindao’s needs far into the future.

Xindao now has a brand with design at its heart. This has extended through to all the applications of Xindao, their internal signage and stationary, catalogues, promotional tools, adverting, website, and tradeshow booths, which are underpinned by a clear branding hierarchy and bloodline. Rather than being campaign driven, the brand is about timeless innovation and is flexible and modular enough to run along side Xindao’s growth and expansion into other markets.