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Dragon Rouge

Boutique Agency | Shanghai

Creating A New Visual Experience for HEGII

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.