Braun 100th Anniversary Media PR Reflects The Classic Inheritance Beyond Time

Assignment: Braun has been widely recognized internationally for its excellent design ability and history. However, in the Chinese market, ordinary consumers are unfamiliar with this part of history (it is generally believed that Braun only produces razors). In order to commemorate the 100th anniversary of the establishment of the brand, Braun China has specially launched a limited commemorative gift for media public relations to publicize and promote the classic design of the brand, so as to expand Braun's brand value and consolidate its development in China. Entrusted by Braun China, we have created a special Limited packaging with a great sense of value for Braun in terms of consumer market and image promotion.

Approach: We and Braun China tried to find the imprint of brand culture from Braun's past products, and selected a product that can reflect the classic inheritance beyond time - super8 camera (designed by Dieter rams in 1964). In the limited edition, we took the film film box as the creative inspiration and adopted a simple and environmentally friendly paper-plastic structure, Integrate Braun's love for materials with the design concept of rams, with simple appearance and easy-to-use functionality. At the same time, fully consider the display and ritual feeling of the product,The opening and closing mode of left and right rotation of the front and rear covers, and restore the ten design precepts of rams in the form of film, so as to highlight the charm of design beyond time.

By reshaping Braun's classic product image, Braun has an effective dialogue with target consumer groups, The design will be presented to important media, stars and opinion leaders in the form of activities, so that it can be focused and exposed, and through social media promotion, Braun's design value can be known by more users and touch the mind of each consumer. The packaging design is more like a part of brand culture. It still reflects Braun's unique soul and spirit of "less but better”.