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In the last two years, we successfully renewed an existing name brand, DAPHNE, and created a new name brand, SHOEBOX, for our client. In short, DAPHNE aims at high-end consumers of women’s footwear while SHOEBOX looks for common consumers. DAPHNE is related to the idea of “weaving”; thus this has become the theme of the integration of the graphic, interior and sales design when re-designing the existing name brand. The first new DAPHNE shop opened in Shanghai in March 2005. Our client will renew their existing 2,000 shops countrywide during the next two years.
The design concept of DAPHNE:
The name “DAPHNE” stems from Greek mythology and symbolizes the idea of “true love”. Taking up this meaning of true love and transforming it, DAPHNE products aim to convey images of independent individuality and freedom. Female clients are encouraged to choose their own lifestyle – and to express their unique, independent characteristics through their choice of footwear. This is reflected in the claim and concept of D28-DAPHNE Classic and D18-DAPHNE Collection:
D28-DAPHNE Classic: “We are Women of Tomorrow” – shopping in DAPHNE Classic is experiencing a lovely show. And, elegance is our look.
D18-DAPHNE Collection: “We are Today’s Girls” – re-evaluating an existing image, a new culture acceptance is well spread in the world. A new trend is coming. We are today’s girls – we are forever young.
PRIME SUCCESS INTERNATIONAL GROUP LIMITED
J.M.Lin Architect/The Observer Design Group