Brand Restart of Longquan Celadon

Branding

Project Period|2019-2020

Client|Propaganda Department of Longquan Municipal Committee


Commissioned by the Longquan Government, One-tenth conducted the brand restart of Longquan Celadon in 2019. “Porcelain” was the material system; “Celadon” focused on the aesthetic system. “Longquan Celadon” has built a complete material, aesthetic and traditional spiritual system. By sorting out and reconstructing these three systems, One-tenth has found a bridge to reconnect Longquan Celadon and the traditional Chinese culture it represents with the times and proposed a new positioning of Longquan Celadon as “an aesthetic trendsetter of Chinese life in the new era”. With this, One-tenth derived a strategy for the reinvention of the industrial system, aesthetic system, and spiritual system, and fermented it into seven “RE-” actions, namely, the “RESTART CELADON” plan.

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Project Period|2019-2020

Client|Propaganda Department of Longquan Municipal Committee


Commissioned by the Longquan Government, One-tenth conducted the brand restart of Longquan Celadon in 2019. “Porcelain” was the material system; “Celadon” focused on the aesthetic system. “Longquan Celadon” has built a complete material, aesthetic and traditional spiritual system. By sorting out and reconstructing these three systems, One-tenth has found a bridge to reconnect Longquan Celadon and the traditional Chinese culture it represents with the times and proposed a new positioning of Longquan Celadon as “an aesthetic trendsetter of Chinese life in the new era”. With this, One-tenth derived a strategy for the reinvention of the industrial system, aesthetic system, and spiritual system, and fermented it into seven “RE-” actions, namely, the “RESTART CELADON” plan.

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