MetaDesign Beijing develops new photographic style for Enweis 2010 spring and summer collection

The corporate identity and branding experts from MetaDesign Beijing have developed a new, consistent photographic style for the Chinese lingerie brand Enweis for the start of its new spring and summer campaign. The new style will be reflected in all communication and advertising media across the country.

The Enweis brand belongs to Shenzhen Maniform Knitwear Co. Ltd, one of the most influential players on the Chinese undergarment market. Enweis focuses on the urban white-collar market with high-quality, stylish products. Based on this market position, the company asked MetaDesign to develop imagery for its brand communication of 2010 spring and summer collection. In addition to developing the concept, MetaDesign’s Beijing office, under the leadership of Managing Director Rupali Steinmeyer, also organized and conducted the photo shoots and designed the brochure of spring collection.

The Enweis theme for 2010 spring and summer collection, “Elegant Spirit”, stands for a symbiosis of elegant posture and relaxed attitude and an urban atmosphere, and was the key criteria for the development of the imagery. A detailed analysis of the competitive environment preceded the development process to ensure the best possible position and level of differentiation on the Chinese market.

“MetaDesign’s concept for our new imagery is the one of the significant aspects of our visual identity this season. It reflects our brand’s aims and attitude, shows its personality and supports our strategy.”

“Enweis addresses the modern, successful urban woman. We were able to develop imagery that communicates the Enweis identity and speaks directly to the brand’s target group,” said Rupali Steinmeyer, managing director of MetaDesign’s Beijing office.