Shanghai, CHINA (August 17, 2015) — Interbrand, the world’s leading brand consultancy, is pleased to announce that its Shanghai office has received three Communication Design awards at Red Dot for ZTE, Anji Autobund and Bacardi Breezer. The complete list of winners of Red Dot 2015, one of the most prestigious design and communication awards in the world, were announced on August 10, 2015.
“The Red Dot Awards is a great platform for exposing our creative thinking to a wider professional creative community”, explains Andy Payne, Chief Creative Officer. “Winning is a testament that we have not only satisfied market and client needs but also achieved the highest level in creative ideas, identity and brand experience design”.
ZTE Corporate Identity Design
ZTE is a multinational telecommunications systems and equipment company based in China. Looking to firmly solidify itself as a leader in the information and communications industry (ICT), ZTE knew it would need to take a proactive approach to its business strategy and break free from its old corporate image to better focus on the needs of young consumers in the “always on” mobile internet era. In today’s interconnected and highly personalized world, unlimited access to information allows people to plan for a future they never thought was possible before. This idea of limitless access and a future of endless possibilities inspired the creative idea “Mapping your tomorrow.” Dynamic icons and expressive visual elements are used as a flexible, customizable system to create a more youthful and energetic expression of ZTE’s new philosophy.
Anji Autobund Brand Identity Design
Autobund is a new chain of auto repair shops in China, providing convenient, professional and quality after-sales automotive maintenance options to customers whose vehicles are past warranty. Automobile repairs tend to be complicated in nature leading to owner confusion and frustration. Autobund strives to rectify this common situation by supplying vehicle owners with simple explanations and solutions. These straightforward yet approachable conversations between Autobund employees and their customers inspired the creative idea “Informative Dialogue.” Speech bubbles and simple iconography create a clear visual expression to represent Autobund’s commitment to genuine customer service and support.
Bacardi Breezer Limited Edition: The Color of the Night Packaging Design
The Bacardi Breezer Summer Edition is a fruit-infused rum-based spirits targeted at edgy and fashion forward Chinese female.
As the fruit splashes into the refreshing beverage, the real fruit morphs with psychedelic-inspired yet modern-twisted patterns. Each flavor is personified to match with an energetic summer activity that best suit its ‘taste’. Grape makes a groove under the disco ball. Strawberry slithers into the pool. Grapefruit smolder with the summer heat. The packaging features its ultraviolet sensitive ink on the exterior shrink-wrap of the design, igniting the concept of an “endless summer night”.
Not only the design respects Breezer’s brand core – bold, vibrant, REAL and irresistible – the women have responded. The results were a remarkable total of 40,000 cases sold on Single’s Day in China and the campaign has attracted 43 million plus viewers and interactions.
“The creative industries are experiencing a period of growth. Ever new trends in digital communications, but also in event and print, lead to greater diversity and create new specialty areas,” says Professor Dr. Peter Zec, founder and CEO of the Red Dot Award. “Based on its international expertise and evaluation of the Red Dot Award: Communication 2015, our jury can confirm this trend, not least because of the new record number of entries and a noticeable increase in quality. Their achievements show that the winners can go beyond the industry standards. That has secured them one of the most renowned hallmarks of quality which will help them to communicate their success to the world: the Red Dot”.