Founded in 1984 in Paris, Dragon Rouge is a global design and innovation agency. By using insight, foresight and creativity, the agency helps its clients define strategies, create new products and services and exceptional experiences.
Dragon Rouge's creativity is never limited to one culture or geography — its team creates brands that are as successful in Asia as they are in Europe and the Americas. The agency creates and designs engaging experiences for your brand that range from identities and visual systems to digital, retail and communications.
China’s bathroom appliances market has seen organic growth over the past few years, while consumers across China are now seeking better user experience & more lifestyle-related expressions in their bathroom set up. With this in mind, HEGII, a leading local brand, invites Dragon Rouge to create for itself a clear & meaningful brand proposition and new visual identity that sets it apart from competitors, and better addresses an evolving target audience.
We started with in-depth target audience and category analysis till we located an opportunity area where HEGII can be positioned in. Based on the brand positioning, we created meaningful brand assests for HEGII, followed by a clean & impactful brand identity.
Inspired by HEGII's strong and ongoing pursuit of practicality, we adpoted solid lines to convey its focused and stable brand personality, with a fine tune of the letter "G" and the Chinese character “洁” to create a personal and amiable visual perception. The equal spacing between letters is an embodiment of the brand's stability, inclusiveness, balance and modernity - friendly, reliable, putting consumers at ease.