Nymphenburg Porcelain Brand Relaunch
Client: Nymphenburg Porcelain Manufactory | Project for: The Gaabs
Involvement: Brand analysis, Strategy, Concept, Art direction & Design, Development web
The exclusive high-end porcelain products by Nymphenburg are a fascinating mix of avantgarde thinking and extremely skilled manufacturing with exceptionally long heritage. Founded 1746 it's products range from religious items to decorative figurines to table setting to jewellery having collaborated with contemporary artist throughout history.
The brand approached the Gaabs looking for the avantgarde approach of the contemporary time. Not looking to ignore their long and colorful history, the way forward was to embrace it and to build on it.
Ridding off the dust layers
The new visual language highlights the brands unique thinking, their impressive creative projects and the extreme skill that goes to its manufacturing.
The fresh appeal comes from a flexible visual system, almost a mathematical game of contrast points, that was created as a base for content-based visual play. The vision is to create a brand image based on clearly defined idea that allows collaboration and growth instead of a fully controlled static and aging flat visual.
Respecting the brand's roots, the new refreshed look is combining decorative traditional elements with modern boldness in a fun, playful way which can be best seen in the new photo language.
Respecting each products individual qualities, the photography dares to start our conceptual play. The beautiful new photography was shot by Marcus Gaab and adds a fresh touch to all the visuals.
Working with contrast points derived from the brands own profile - Combining history with avant-garde, decoration with simplicity. Combine handmade with machine made, delicate with bold - the visual system invites conceptual approach with multitude of future applications and artist in mind.
Around the same time of the founding of Nymphenburg, a fine typographer from Bavaria carefully handcrafted a font with avant garde character to his time. It’s historic strong character is to be combined with a contemporary font best suited for use.
The visual system was first applied in practice to a print catalog for Ruth Gurvich Lightscape collection. Based always on content, or the product at hand, the idea is to define 4 dominant characteristics and its contrasting opposites. For Lighstcape the game became one with light and shadows, color and black, analog and digital and the conceptual sketch form of the product lead to a beautiful scene with crashing vase.
Brand’s online presence
Big part of the relaunch was developing a new online presence for the brand. After restructuring their thousands of products and setting up a logical structure as base, an inspiring platform was created featuring newly developed content from the brands history to the latest events, the making-of as well as the finished products.
Proudly featuring the playful approach with bold typography and moving image, the inspiring landing page takes you through brands deep content layers. Product overview is presented in a strict image focused grid. Zoom into the products and see their perfected details! The informative product pages lead always to new inspiring things to discover.
Who is Nymphenburg? Coming to a simple answer is a long journey, worth every effort.