In order to commemorate the 100th anniversary of the brand, Braun specially launched the limited commemorative gift of media public relations, which is used to publicise and promote the classic design of the brand, so as to expand Braun’s brand value and consolidate its development in China.

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). we have created a special Limited packaging with a great sense of value for Braun in terms of consumer market and image promotion.
We tried to find the imprint of brand culture from Braun’s past products, selected a product that can reflect the classic inheritance beyond time – super8 camera (designed by Dieter rams in 1964). We take the film box as the creative inspiration, adopt the simple and environment-friendly integrated molding structure, integrate Braun’s love for materials with the design concept of Rams, simple appearance and easy-to-use function, and fully consider the display and ritual sense of the product, And use the form of film to restore the Ten commandments of Rams design, 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”.

Braun has redefined what good product design is – function, simplicity, and comes down to pure basic functions. The design method of the brand is embodied in the most iconic products in the world. One century after the establishment of the brand, because the products are simple, practical and durable, it is still as important today as it was 100 years ago. We hope to expand the influence of design value in the society through communication and penetration again and again. Good design deserves people’s attention.

The final form of the design reflects Braun’s design philosophy, with simple appearance and function communication. The packaging appearance is simple enough but rich in connotation. Pay attention to details and keep the information accurate enough,Focus on the moderation and innovation of Braun brand design. Using this concept to guide the whole packaging is a kind of design thinking from complexity to simplicity. Regardless of the combination and expansion, it will have multiple aesthetic feelings. Including the fact that it unfolds and presents an abstract “100” mark, which It’s more like a restrained greeting, without making noise and seizing the Lord,The design of the whole packaging realizes the differentiation of design through concise concepts without too many technologies, structures and materials. The idea of environmental protection to promote the sustainable development of society is also a way of aesthetic expression.

In this design, we don’t just treat it as packaging design, but integrate it with the product and explore the design as a truly valuable product itself. This may be its innovation. Of course, in addition to meeting the basic functions of packaging design, we pay more attention to the deeper excavation and refinement of brand core and culture. Everything is reasonable, But unexpectedly, We try to establish emotional communication with users with a novel visual language to break consumers’ inherent cognition of existing brands. Braun pays more attention to sales data in the Chinese market and ignores the accumulation of brand value. The 100 year history is not only a magnificent endorsement, but also requires inheritance and innovation,We take this opportunity to think effectively,Reawakened the unique brand core values of Braun design,Doubtless,This requires enterprises to have a long-term vision and the courage to innovate boldly,Make the design play a more active role in the enterprise.

Braun special edition is designed to celebrate Braun’s longevity and the continued impact of its design on our culture. It plays a vital role in brand communication，Through design, the brand with excellent products of genetic continuity, tradition, the brand with customers psychologically more closely together to improve customer loyalty.For this project, we have improved the important idea of functional value output, so it will become a model for Braun’s future design development in the Chinese market – because good design will never be outdated, which coincides with Braun’s pursuit of simplicity, functional and excellence.We also hope that it can bring some positive and powerful enlightenment to more brands under the influence of complex and changeable environment.