2. The Hong Kong Polytechnic University, School of Design
SD5104 Branding From Local to Global Strategies
Branding Project
Tutors: E. P. Greer
Jorn Buhring
Chung Sing, WAN
14033563G
&
Ka Wai, NG
14013641G
March, 2015
3. Trends of reviving and repurposing
local production / cottage industries for
urban livelihood with design and new
technologies, encouraged by sharing
economy and sustainable
development.
Trends of starting up small designer
brand with small-scale production for
niche market.
Manufacturing
Social
Value
Design
Macro Trends of Design and Make
http://kokobanana.com/?p=341
Trends of manufacturing is shifting from
Mass Production to Boutique
Manufacturing in global and regional
perspectives.
4. Mass Production in China:
- The workers in China, who will receive 13.6% increase per year (under 5-Year
Plan) in their minimum wages
- And the increase will result in the downsizing—or complete closing—of 1/3 of
Hong Kong’s 50,000 factories in China
- Huge Investment in toolings and production equipment
http://www.china-briefing.com/news/2014/07/08/chinas-rising-manufacturing-costs-challenges-opportunities.html
DesignDirect : how to start your own micro brand / Roger Ball with Heidi Overhil, Hong Kong : PTeC, 2012
Manufacturing - Current Challenges
5. http://www.bbc.com/news/business-31527888
DesignDirect : how to start your own micro brand / Roger Ball with Heidi Overhil, Hong Kong : PTeC, 2012
Manufacturing- The Model Change
Global and Regional, Artisanal and Digital Manufacturing in 21st Century:
- New technologies create a better opportunities for small businesses, niche
market, limited edition, customization, prototyping and just-in-time supply
chains
- New manufacturing trend is fast, flexible, responsive, cheap and it no longer
has to cater to the mass
- Over 75% of US manufacturing firms employ 20 or fewer employees, make up
only 9% of US manufacturing jobs, but have been growing and creating jobs
since the recession
6. According to UNESCO, the safeguarding of traditional crafts is to ensure that the
knowledge and skills associated with traditional artisanry are passed on to future
generations so that crafts can continue to be produced within their communities,
providing livelihoods to their makers and reflecting creativity.
http://www.unesco.org/culture/ich/?pg=57
Social Value - Crafts
7. http://en.wikipedia.org/wiki/Sharing_economy#Unused_value_is_wasted_value
Social Value - Sharing Economy
A new economic model that is built around the sharing of creation, production,
distribution, trade and consumption of goods. It takes information technology to
empower individuals with information that enables distribution, sharing and reuse of
excess capacity in goods and services. As a result, when information about goods is
shared, the value of those goods may increase, for the business, for individuals, and
for the community.
8. http://www.thebrokeronline.eu/Blogs/Employment/The-next-industrial-revolution
There are significant changes in both the global economy and the technological
landscape that will dramatically shape employment in the design and manufacturing
sector in the near future….trends such as the digital revolution and the
‘democratization’ of design and manufacture are now converging. They are leading
towards boutique local manufacturing and branding.
Design - Paradigm Shift
9. Made in Hong Kong
Hong Kong had a very successful manufacturing industry starting from 1950s which
lasted through the 70s before it transited to a service focused economy.
During these period many skilled manufacturers and makers had contributed to
make Hong Kong a successful manufacturing powerhouse in the region.
Although many of them faded as most industries had moved North to Mainland due
to reduction of cost, some of the very skilled producers still exist and it would be good
for future competitiveness to fuse traditional making with technological manufacturing
techniques to create a new kind of “industrial revolution” in Hong Kong.
http://www.hkmemory.hk/collections/postwar_industries/industrialization_in_postwar_hong_kong/index.html#&panel1-6
http://en.wikipedia.org/wiki/Manufacturing_in_Hong_Kong
10. What is DM - Design / Make?
http://www.hkmemory.hk/collections/postwar_industries/industrialization_in_postwar_hong_kong/index.html#&panel1-6
http://en.wikipedia.org/wiki/Manufacturing_in_Hong_Kong
DM - Design / Make, is a label that represents a new era of design with local and
regional, artisanal and digital manufacturing capabilities in 21st century.
DM is also a design community for reviving and repurposing local production and
cottage industries for urban livelihood and lifestyle.
Last but not least, it is a passionate designer-maker’s brand that embraces the arts of
designing and making of genuine everyday goods.
Let’s DMHK>CN>SG>TW>JP>UK...
11. The target customers are a group of urban dwellers inhabit major
cities in the world.
Their age is between 18 and 45. They are affluent consumers
with an optimistic outlook about life.
They enjoy both subcultural and contemporary lifestyle. They are
aware of media and culture. They are sensitive about brand and
trend.
They live a meaningful and experience-rich urban life, with
emphasis not only just in career or money. They look for
fulfilment from work and also enjoy companies from like-minded
friends.
They live a responsible life as urban consumers.
http://mechanicaldummy.com/2013/08/how-to-ride-a-bike-in-tokyo/
http://www.istockphoto.com/article_view.php?ID=1679
Target Customers
13. To the urbanites* who care about finesse in quality goods manufactured by dedicated
artisans (Target Customer), Design / Make is a brand of high quality goods (Frame of
Reference) with an emphasis on innovativeness, traditional crafts, new manufacturing
techniques, and a tinge of human touch that could not be found in mass production goods
(Point of Difference), backed by a group talented creative professionals and skillful
craftsmen (Reasons to Believe).
*http://www.urbandictionary.com/define.php?term=urbanite
Brand Positioning Statement
16. Logo Exploration
The name Design / Make came from the essential elements of the brand - we design and make genuine products for the
urban consumers. Various styles of the Design / Make logo were explored
17. Final Logo
- The logo symbolizes the process of design and make, which artisan shapes a form from a block of raw material to form
the silhouette of the letter D and M.
- The height and width of the form D and M are proportioned in golden ratio.
- The dotted line used in the words of Design / Make symbolizes the punch mark used during craft making.
- The round version of the logo acts as a stencil, which creates space for collaboration and imagination.
19. Prepurchase
(relationship
development)
Post Purchase
Relationship
management
Usage Investment
Consider
Evaluate
BuyExperience
Advocate
Bond
-Print Advertisement
-Company Website
-Magazine Feature/Interview
-Design Blogs
-Facebook Page
-Pinterest
-Tweeter
-Online Stores
-Physical Stores
-Pop-up Stores
-Reviews
-Word of mouth
-Feel the product in stores
-Online Stores
-Physical Stores
-Pop-up Stores
-Shopping experience
-Blog and Discussion Forum
-Community in social network
-Membership and newsletter
-Visits to workshops
-Seminars/meetings with makers
-Good quality material and highly
skilled craftsmanship
-Emotional fulfilment and
connection with designer / maker
when using the product
Brand Touchpoint Analysis - Customer
20. Serve Customers
Fill Orders
Develop
Products
Brand Touchpoint Analysis - Design / Make
-In-house Design team
conceptualize product with local
and regional makers and
manufacturing companies
-Make use of traditional artisanal
crafts and new technologies (e.g.
3D print, CAD, CNC machining)
-Credits to designers and makers
of the product
-Small volume local/regional production to
reduce carbon footprint*
-Manufactured when order (allow
customization)
-Think like a customer
-Professionalism in serving
customers
-Good product knowledge
-Consistency in service
throughout all stores and
customer related service
(e.g. after sales, networking)
*http://www.custommade.com/buy-local/
21. Zing
Asian Top Makeup Artist
Vicky LAU
Asia’s Best Female Chef
Brand Champions
Andre FU
Acclaimed Asian Interior Designer
The 4 brand champions represent each elements of the Design / Make product collection.
Each one of them is the top professional in his/her own realm.
Hung LAM
Top Brand and CI Designer
23. Design / Make fuses traditional craftwork from artisanal makers and latest techniques from digital
manufacturing.
4 collections - Leatherware, Stoneware, Metalware and Woodware were chosen as the pilot range of
products for Design / Make.
Product Range
27. Stoneware
Combining the creativities of the designers and the mix of
craftwork and computer aided manufacturing (e.g. CNC
milling). Stoneware collection portrays both elegance and
strong forms using stone material.
http://hong-kong-economy-research.hktdc.com/business-news/article/Hong-Kong-Industry-Profiles/Jewellery-Industry-in-Hong-
Kong/hkip/en/1/1X000000/1X001DFI.htm
2
1 Stone Tray
2 Stone Vase
1
29. Metalware
With the use of 3D Printing technology and traditional craftwork, a clean
looking yet sophisticated piece of jewelry is born
Geometric Gold
Pendant
31. Woodware
Great wood craftwork with CNC manufacturing techniques (e.g. lathe) yields a set
of interesting experimental woodware products.
1 Wood Beaker
2 Wood Conical Flask
3 Wood Test Tube and
Rack
1 2 3
36. Richness
Reach
Design / Make makes use of
both traditional and new media
to raise its richness and reach
position.
Website
Prints and Magazines
Design Blogs
Social Media
Richness and Reach
44. Brand Development
Phase 1 Phase 2 Phase 3
Start
Design / Make as
Primary Brand
Collaboration with
regional / global
makers’ brands
(with Ingredient/
Service Brand)
1st Year 2nd Year
Develop
Sub-brands
