Contests / De Shang Yun Porcelain Branding Contest / Brief

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• packaging
• naming
• logo
• design
• art
• porcelain
• branding
• ceramic
• cultural
• craft
• modern
• luxury
• innovative
• international
• identity
• chinese
• culture
• china
• tradition
• brand
• craftsmanship
• global
• logotype
• heritage
• western
• eastern
• logomark

What should i do now?

• Read the brief
• Download the material files (if available)
• Upload your design

CONTEST TYPOLOGY: SINGLE - NEW IDEA (What’s this?)

• upload phase
• community vote
• client choices

BRIEF

Summary

De Shang Yun Porcelain, in collaboration with Desall, is looking for a new name and brand identity for its Chinese porcelain brand, targeted at a global audience.

Company description

De Shang Yun Porcelain (Xi’an) Brand Operation and Management Co., Ltd. was established in 2023 and is located in the historic city of Xi’an, which is both the starting point of the Silk Road and a key hub for China’s Western Development.

The company focuses on preserving and innovating China’s millennia-old porcelain culture, blending traditional craftsmanship with modern design to offer high-end ceramic artworks to a global audience. De Shang Yun Porcelain, named after the virtues of “De” (morality), embodies excellence in craftsmanship, incorporating elements of nature and culture into its products to create a high-end brand with deep cultural roots and contemporary aesthetics.

Collaborating with the world-renowned porcelain hub of Dehua in Quanzhou, the company works with top international designers to create art pieces that integrate both Eastern and Western cultural elements, establishing a global perspective. Upholding the brand philosophy of “Craftsmanship and Quality,” De Shang Yun Porcelain aims to make each product a timeless masterpiece, celebrated for its fine texture, pure colors, and unique forms.

The company’s business scope includes brand planning, marketing consulting, high-end customized gifts, home decor, and art collections, with bespoke services for both individuals and enterprises. Notably, French artist Jean-Charles Pigeau collaborates with the brand, infusing Western artistic romance with Chinese porcelain traditions to meet modern aesthetic needs.

De Shang Yun Porcelain is committed to furthering international brand development. It will continue its collaboration with top global designers to drive product innovation and diversification, creating more high-end ceramic artworks tailored for global markets. The company aims to promote Chinese porcelain culture and craftsmanship on a worldwide scale, allowing more consumers to appreciate the unique charm of Chinese porcelain art. The future of De Shang Yun Porcelain is one of continuous innovation, transcending borders and leading the artistic world.

Resources
The brief is available in the following languages:
- English
- Italian
Download the Material files.

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What we are looking for

De Shang Yun Porcelain is looking for a new name and brand identity targeted at the global market, which includes logo design, distinctive graphic elements, packaging, and shipping solutions.

The primary objectives are:
- To build a strong, recognizable global brand identity that reflects both deep Chinese cultural roots and a contemporary aesthetic appealing to international tastes.
- To present and promote Chinese white porcelain within the international market, focusing on craftsmanship and quality.

Guidelines

To ensure the proper development of your projects, carefully consider the following guidelines:

Company Production
The company produces a wide range of products, including elegant Chinese-style tableware, Chinese cups, tea sets, and porcelain art. Each product is designed to blend tradition and innovation, ensuring high quality and refined aesthetics.
For more information about the brand’s production, refer to the company description and the images attached to the downloadable Material files.

Naming – General Guidelines
Your proposed names must:
- Be written in English.
- Be easy to pronounce and understand globally.
- Be short enough to allow for a readable logotype.
- Be memorable and easy to communicate.
- Avoid complicated or obscure names that are difficult to interpret.
- Be consistent with the current Chinese brand name: 德上云瓷

The brand “德上云瓷” (De Shang Yun Ci) can be interpreted as follows:
德 (De): means “virtue” or “morality,” often associated with ethical and moral values.
上 (Shang): means “superior” or “high,” suggesting a sense of elevation related to quality.
云 (Yun): means “cloud,” often used poetically to evoke a sense of lightness, beauty, and naturalness.
瓷 (Ci): means “porcelain,” indicating the material the company produces.

Naming – Concepts and Values to Communicate
Your proposed names can convey:
- References to the porcelain craft.
- References to the Chinese origin of the production.
- Concepts of luxury and quality.
- Abstract or evocative concepts, such as clouds.

Naming – Intellectual Property Check
You are invited to verify that the proposed name is not already registered in the WIPO (World Intellectual Property Organization) database.
To do so, visit the WIPO database, enter the proposed name under “Brand Name,” and use “Nice Classification” class 21.
https://branddb.wipo.int/en/similarname

Brand Identity – General Guidelines
The brand identity should reflect the essence of De Shang Yun Porcelain, creating a distinctive image tailored to the global market. This includes designing a logo that represents the company’s values and philosophy, accompanied by unique graphic elements that capture consumer attention. It is crucial that the brand identity also encompasses packaging, ensuring not only an attractive aesthetic but also the use of eco-friendly and functional materials in line with the brand’s premium image.

Brand Identity – Style and Aesthetics
The brand identity should stand out with a quality-oriented, minimalist, luxurious, and “majestic” approach. This style emphasizes refinement and simplicity while promoting elegance, contributing to a positive and lasting perception of Chinese porcelain in the international market. Additionally, the design must consider Chinese culture, incorporating symbols and meanings that attract Western consumers while conveying the richness of Chinese craftsmanship.
The style should be minimal but not overly abstract, making the logo easily associated with the industry and the company. In this way, the brand aims to fuse cultural heritage with modernity, creating an identity that deeply resonates with a global audience.

Brand Identity – Colors
You are invited to propose a color palette for the logo and packaging, consistent with the Chinese porcelain production sector.

Brand Identity – Graphic Design Requirements
Your submissions should include the following:
- A concept description.
- Design of the English logotype and the Chinese logotype, using the characters 德上云瓷. Within the composition, the English name should have a similar weight to the Chinese name, with the Chinese name positioned above or below the English name.
- Design of the logomark.
- Design of a graphic pattern.
- Guidelines for dimensions and proportions.
- Standard and auxiliary color guidelines (HEX and Pantone).
- Guidelines for combining and using colors.
- Designated fonts for English and Chinese text.
- Horizontal version of the logotype and logomark.
- Vertical version of the logotype and logomark.
- Other possible combinations of the logotype and logomark.
- Guidelines for logo use.
- Guidelines for logo use alongside other text or information.

Brand Identity – Packaging Requirements
Your submissions should include the following:
- Design of the packaging (shape, dimensions, colors, materials, etc.) and production guidelines. The packaging dimensions may vary, so you are invited to propose a sample packaging, dedicated to a tea set similar to the one included in the downloadable Material files.
- Design of external printed packaging graphics: logo placement and other elements.
- Design of internal printed packaging graphics: a pattern is required.
- Design of a gift version of the packaging.

Brand Identity – Other Products
Your submissions should include the following:
- Shopping bag design.
- Business card design.
- Quality certificate design.
- Warranty certificate design.
- Storage card design.
- Guidelines for the cardboard box for shipping
- Corporate wrapping paper design.
- Corporate adhesive tape design.

Supports and Formats
The logo will be reproduced across various physical and digital media. Therefore, it is essential to use techniques that ensure compatibility with a wide range of formats, utilizing vector formats (.ai, .eps, .pdf) for optimal reproduction.

Submission materials
Provide detailed descriptions and up to 5 images to effectively present your projects. Images should be in 4:3 format, with .jpg, .gif or .png file formats acceptable. The color mode should be RGB and the maximum size of a single file should be 1 MB.
You’re also invited to use the designated field on the Upload page to attach a .zip file containing vector files and high-resolution versions of the project images. The maximum file size for the .zip archive is 100MB.

Judging criteria
Entries will be judged by the Sponsor based on the following criteria:

Aesthetic Quality 5/5
Brand Consistency 5/5
Communicative Effectiveness 5/5
Versatility 4/5
Degree of Innovation 3/5

Language
Desall is an international community, so all texts (abstract, description, tags, etc.) must be written in English.

Contest timeline
Add the contest to your calendar

Upload Phase: 16 October 2024 – 18 December 2024 (1.59 PM UTC)
Concept Review: 11 November 2024 (1:59 PM UTC)
Client Voting: from 18 December 2024
Winner Announcement: approximately by the end of February 2024

Concept review (optional)
Participants have the opportunity to request an optional review of their project by the Desall team by the date indicated above. To do so, they must 1) save their project as a draft from the upload page and 2) send a request to the Desall team via email at contest@desall.com or through the contact form. This review is entirely optional and only provides an opportunity for participants to receive feedback but does not constitute a necessary condition for participation or provide any advantage in the final evaluation by the Sponsor.

Eligibility and submission
Participation is free and open to creative talents of any nationality aged 18 or older. Participants may submit one or more projects, but only projects published on the website www.desall.com from the upload page dedicated to the contest will be accepted.

Award and Extra Award (option right fee)
The selection of the winner by the Sponsor and the compensation for the first award of three thousand euros, will be the result of an unquestionable evaluation and it will take into account originality, feasibility and consistency of submitted projects with the presented brief.
Throughout the duration of the option right, the Sponsor offers an additional opportunity to all participants by setting the compensation of one thousand five hundred euros for the purchase of the licence for the economic exploitation of projects not recognized as winning proposals.

For more information, log in and read the Upload from the Upload page. For questions about the brief, use the “Have a question” button or write to contest@desall.com.

Language

Since we are an international Community, all texts provided with your uploads (abstract, description, tags, etc.) should be written in English.

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Desall required files

Minimum 1 image, up to 5.
Recommended dimensions: 960 x 720px (player size) ; allowed format: .jpg , .gif , .png; color mode: RGB;
allowed resolution: 72 dpi ; max file (for each one) size: 1 mb.