Founded in 2001, UE is a world-renowned high-tech enterprise integrating innovative research and development, intelligent manufacturing, and global sales. It is also the first listed company in the Chinese chair industry. It has 5 major production bases internationally, with more than 5,000 employees. Its products are exported to 82 countries and regions around the world, and it has ranked first in global sales for three consecutive years.
Pocca was commissioned by UE to develop a new retail market based on its 22 years of B-end industry accumulation. We completed multi-sections from user and consumer research, brand and product strategy, to visual identity system design, art direction, and e-commerce system planning and design.
The new visual identity system of UE aims to be based on the brand value and product characteristics of "Master the Core Supporting Technology" as its core, injecting a younger and distinctive brand personality and feelings into the brand, and subtly establishing a clear and lasting relationship with its consumers with the emotional identification and conceptual connection of “support”.
Based on the rare simplicity of the brand's English name UE itself and the shape of the letterforms, we made a subversive change to the brand's original Chinese and English logotype with strong attributes of a manufacturing enterprise: the original all-capital UE was transformed into All lowercase, through the letterforms of the character, it can instantly put a fashionable and friendly communication attitude in front of consumers; and then through the tilt processing of the ue character, it creates a stronger uniqueness for “ue” to be both a mark and a logotype, and also makes it a visual translation of the feeling of "support" by balancing abstraction and concreteness.
