Designing Purposeful Brand Identities for DFI
DFI Retail Group stands out in the Asian retail landscape, known for delivering quality, value, and exceptional service to its clientele through renowned brands and immersive retail experiences. Double Eleven had the privilege of leading a pivotal project – the identity design for DFI’s new brand purpose collateral development. Our team meticulously developed a versatile design system that seamlessly integrates the brand’s slogan, statement, and narrative with its established corporate image.
CONCEPT
At the core of our design concept is the deliberate use of a dash to accentuate the brand purpose as a memorable quote. This dynamic red line, vibrant and captivating, encapsulates the energy, passion, and proactive dedication of DFI towards enhancing the daily experiences of its customers. Emerging from the left, where the brand purpose slogan and statement reside, the dash signifies the dawn of a new day. It extends fluidly to the right, surpassing the boundaries of the canvas, symbolizing an enduring journey of customer service and sustainable adaptation to their evolving needs.
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