De Next Bijenkorf
De Bijenkorf is a chain of high-end department stores in the Netherlands with the flagship store at the Dam Square in Amsterdam.
10 years ago most people probably think the word "Expensive" is related to a lot of money/luxury, but in a recent case, expensive has changed his meaning, not only a representation of huge amount of money, it is an environment-friendly and organic lifestyle. The goal was to give a new identity to guide the consumer to a healthier and more environmental-friendly buying attitude.
10 years ago most people probably think the word "Expensive" is related to a lot of money/luxury, but in a recent case, expensive has changed his meaning, not only a representation of huge amount of money, it is an environment-friendly and organic lifestyle. The goal was to give a new identity to guide the consumer to a healthier and more environmental-friendly buying attitude.
De Bijenkorf 在荷兰具有悠久的 历史。收集的世界很多高端时 尚奢侈品牌。在传统意义上人 们对于“昂贵”一词的理解与 金钱、奢华直接挂钩。然而随 着社会的发展,经济水平的提 高,在新的意义上人们对于“昂 贵”一词的含义有了不一样的 理解。在未来真正昂贵的是一 份健康的生活方式和舒适的生 活环境,包括清洁的空气,蓝 色的天空,清新的大自然。
Visual shapes get from the image of a beehive (de Bijenkorf, literally mean the beehive) and the colors were inspired by Chinese Five Elements which represent in eastern the way of understanding the relationship between human and nature. The aim was to tell the customer that the future Bijenkorf is a concept that cares about people, their healthy lifestyle and the sustainable economy.
在为 Bijenkorf 做品牌再设计 时,我把重点放在对于环境和 健康生活方式的引导。在概念 导出中我把中华传统文化中对 于人与自然关系的理解——五 行(金、木、水、火、土)。 视觉上五种元素(金、木、水、 火、土)联想对应自然环境中 五种颜色不同颜色。根据颜色 对应并尝试把 de Bijenkorf 产 品功能区域进行了再划分。例 如火(橘红),映射到温度, 便把服饰类,用于取暖的物品 分为一类;金(金色),映射 到金属有关联的产业,如首饰、 配饰类;水(透明/蓝), 香水/化妆品一类,抑或可以 在这个区域推出一些世界上最 纯净、最健康的水 , 等等。
