HC28
Building a Chinese brand for the world
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Brand positioning /
Tagline
Reimagining Contemporary Design
Jianwei Li, the owner of HC28, had a vision to create a furniture concept that perfectly combines eastern and western culture, values and design. With over 50 retail stores in China, and a growing presence in the rest of the world, he was now looking to define the firm's brand positioning and tagline.
Defining the Essence
We interviewed dealers, company employees and designers to understand what makes HC28 unique and special. We conducted trend research on interior design and furniture buying attitudes and behaviours to define the HC28 target group and what matters to them.
Poetic Living
We built the HC28 brand positioning and tagline around the idea of 'Poetic Living' which celebrates living a life filled with greater purpose thanks to pieces created by renowned international designers, exellence of craftsmanship and meticulous quality.