MEISSEN was founded in 1710 within the only culturally relevant German monarchy of the Baroque era, by Augustus the Strong – a person known for extravagant taste and spirit, which informed the essence of Meissen Porcelain. Our in-depth research of the manufactory’s storied legacy, from its beginnings as the first official German brand, allowed us to identify the unique characteristics that have always made and continue to make MEISSEN what it is. Namely the over 300-year history, the extensive archive of models and decors, the impressive tradition and incomparable level of handiwork.
This thorough understanding of the foundations of the brand was what led us to the conception of “modern opulence” – not just a tagline or throwaway phrase, rather a marketing strategy that would signal a relevant new chapter in the story of MEISSEN.
01 Corporate Identity
The new MEISSEN logo unifies three individual elements that previously existed as separate components of the brand’s corporate identity. This contemporary composition reflects the marriage of traditional know-how and a modern sensibility.
The various printed documents – from order sheets to business cards and everything in between – serve as a continuation of the inherent attention for detail and passion for the hand-made, which one associates with MEISSEN. Often featuring patterns and elements from the manufactory’s endless archive, each example ensures that one’s interaction with the brand goes far beyond a product or a store.
For Meissen’s new packaging, we first established a colour palette: each colour a reference to the pillars, so to speak, of the brand identity. Allusions to the manufactory’s tradition of handiwork or its penchant for innovation are based on real points of reference, like the specific shade of orange first “ordered” and used exclusively by Augustus the Strong himself. Balancing a sense of refinement with touches of extravagance, the results epitomise the notion of “modern opulence”.
With photography, the task was and is to create imagery – whether used for advertising purposes, shop windows, onsite or for social media – that is instantly suggestive of MEISSEN as the essence of modern opulence. This largely involves showing products as old as 300 years in their design, in a brand-new light that feels equal parts contemporary and true to their own identity. We have also strived to manifest a diverse richness within the visual language that indicates the MEISSEN of now.
Each printed catalogue combines indulgent imagery with clear information and the story of a product and/or collection, succinctly encapsulating the essence of MEISSEN.
The look and feel of the MEISSEN website is a digitalised extension of the same refinement and care visible in the product itself, with alluring images and artfully told stories that outline an incomparably luxurious vision of the brand.
06 Launch Event
Kicking off the new chapter in Meissen’s more than 300-year history, the Meissen Cabinet exhibition – serving as a relaunch event – took place in Berlin and intrigued audiences at exclusive dinners and tours, as well as the general public. The range of items sought to showcase the richness of the Meissen. As is always the order of the day chez Meissen, the inherently cool mise en scène juxtaposed hedonism and craftsmanship – the very values that always have and always will define the manufactory – to sprinkle a little modern opulence across the visitor’s own weekend.
The relaunch event provided the perfect opportunity to create extra-special visuals, leading us to the conception of three animated short films. Old meets new in the most ornate sense of the term – the triptych of animations brings to life a number of characters and motifs from the immense catalogue of MEISSEN patterns and decors. The result is as playful and charming as it is a tribute to the manufactory’s unrivalled artisan painters.