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Overview

SENYU VON VÖHRINGER
BRAND EXPERIENCE DESIGN

Creative Direction

Tom Shi
Research & Strategy

Joan Yan • Pei Shi Hu 

Brand Design 

Pei Shi Hu • Evan Chen

Interior Design

Xiao Wen Chen • Shirley Lin

Project Management 

Qun Jing Liu

OVERVIEW

Vöhringer is a flooring supplier from Germany. Their products include high-quality laminate flooring, wood flooring, and Luxury vinyl flooring products. Senyu, or Wald Flüstern, which means whisper of the forest, is a new sub-brand of Vöhringer specialized in 3-ply engineering hardwood flooring, intend to target the Chinese millennials.

My Role: Research • Ideation • Visual Identity

BRAND
EXPERIENCE PLAN

We created the overall brand experience, through

• refining the target audience and brand core value,

• establishing a new brand identity that attracts and leads the target audience,

• applying brand visual on a variety of print materials,

• designing the showroom experience for the customers and franchisers.

BRAND POSITIONING

VISUAL

IDENTITY

DESIGN

APPLICATIONS

SHOWROOM

DESIGN

RESEARCH

The purpose of this research was to better understand the millennial generation, refine Senyu's target audience and sort out opportunities for the new brand to break into the market. The finding and understanding became the foundation for the branding of Senyu. 

GENERAL BACKGROUND

• The boom of the housing estate industry and growing needs in house decorating led to the expansion of the wooden flooring market.

• The Government is promoting underfloor heating at home driving up the need for hardwood flooring.

• Millennials are becoming the most influential demographic in the estate industry and flooring market.

• Many wooden flooring brands that used to put more emphasis on wholesales and exports are now starting to realize the potential of the domestic retail market.

• 3-ply engineered hardwood flooring has the real wood look which beat the laminated wood flooring. They are easier to care for and have a much lower price tag than the solid hardwood flooring with comparable features.

• The bigger brands are educating the consumers about the benefits of engineered hardwood flooring which is Senyu's main products.

 

UNDERSTANDING THE AUDIENCE

• The flooring retail market is closely related to the estate industry in the clientele.

• Majority of the home buyers are the millennials getting ready for marriage, and the growing number of young high-income single women.

• Chinese millennials tend to be more brand-aware and discerning in their preferences.

• Senyu will be targeting the population in the metropolitan and first-tier cities base on currently available distribution channels with Vöhringer.

CONSUMER INTERESTS

• refreshing design with flexible combinations for interior

• looking for suggestions in overall interior design

• good quality products with reasonable pricing

• easy installation service

COMPETITORS

• Most of the flooring brands in China are underdeveloped.

• Few of them are built and promoted with customers in mind.

• Their marketing is focused on the product features or price advantages.

• They share similar product lines and designs orienting to the older generation and wholesale market with masculine brand visuals.

COMPETITORS

BLIND SPOT

• focused on promoting product features than overall design

• visually branded to be masculine while the majority of the decision makers are female in the retail market

• use product listing instead of product experience in store

ADVANTAGES

• With the technology and resources of the mother brand, Senyu will have high-quality products.
• The good reputation of Vöhringer in China can help Senyu break into the wood flooring market.

• Senyu's product designs are tailored to the younger generation's taste of home decor.
 

Positioning
Visual Identity
BRAND
POSITIONING

The key to the brand positioning is to identify the right context that Senyu can uniquely own to build awareness in the wood flooring market, which will become the foundation of the brand image and design principles.

 

KEY ATTRIBUTES

• built upon the German heritage with European standard

• modern and fresh design for younger taste

• neutral to feminine brand voice and visual

• relax and intimate feeling of home

• provide enjoyable shopping experience when choosing the products to ease out the frustration of home remodeling

CORE VALUES

relaxing

uplifting

friendly

modern

intimate

trustworthy

FLEXIBLE

REFRESHING

MODERN

ENJOYABLE

DESIGN PRINCIPLES

BRAND LOGO
CONCEPT

As the brand is primarily targeted at the Chinese market, the icon is derived from the Chinese language. It resonates  with the triangular formation of the “Sen” Character in combination of a colon, which is used in front of a quote in Chinese.

PRIMARY LOGO
SECONDARY LOGO
BRAND SLOGAN
BRAND COLORS

To embody the relaxing and refreshing qualities, the identity utilized a soft and soothing pastel color palette in combination with a soft grey palette.

TYPOGRAPHY
TYPE TREATMENT
SY-layout-min.png
PHOTOGRAPHY

Photography is one of the most important elements in the Senyu branding. Lifestyle photography should communicate the core visual sense of Senyu with refreshing and delightful colors with low saturation. Modern furniture and minimal patterns should be used in lifestyle photography. The scenery should also reveal a sense of comfortable home and simple living.

SY-photography-min.png
Collaterals
APPLICATIONS

Applying the new brand visual language into various touchpoints cohesively is the key to communicate a consistent Senyu brand experience.

SHOWROOM
DESIGN

The showroom is one of the most important and powerful touch-points in which customers can experience the Senyu Brand and its products. We make the showroom comfortable and easy to roam around and explore the possibilities of their future living space.

Showroom

THANKS FOR SCROLLING!

I hope you enjoyed this project :)

​Check out my other works below, or come say hi:)

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