2023.12.21 / Award News

The rebranding project for Gujin executed by taasdesign won the 2023 K-Design Grand Award and the 2023 German Design Award!

K-Design Award

K-Design Award, known as one of the top three design awards in Asia, is highly regarded by designers worldwide for its emphasis on "aesthetics, originality, and practicality." Each year, it selects top-notch designs in three categories: "Product Industrial," "Space/Architecture," and "Communication Design." The award highlights the "innovative energy" that brings lasting value to contemporary design!

K-Design Award attracts thousands of entries from over 30 countries worldwide each year, with only 16% of the entries winning this prestigious award. The Rebranding project for Gujin executed by taasdesign won the 2023 K-Design Award!

German Design Award

German Design Award is a leading force in the contemporary design industry, with strong competitiveness and influence worldwide. This award is given to pioneering design works in the global design field and is an important award that drives design trends.

Following the recognition from the K-Design Award, the Gujin Rebranding project executed by taasdesign has also been acknowledged by the international German Design Award, winning the Winner award.

Gujin Rebranding

Gujin is recognized by the Ministry of Commerce as a "Time-Honored Brand" of China, with its origins tracing back to 1936. "Health-oriented comfort" is the core philosophy of the brand. Unlike the pursuit of simple comfort, Gujin places more emphasis on women's breast health, believing that a professional bra should achieve a balance between support, protection, beauty, and comfort. The brand tagline "Protected Comfort" concisely and powerfully conveys the brand's concentrated philosophy to consumers. 

The design inspiration for the brand image comes from Gujin's protection of women's bodies, integrating the free and graceful physical form of women with abstract lines presented in the Logo. Surrounding the brand's expansive Logo shape, letter elements are extracted and reorganized into a variety of graphic styles. Whether clustered, scattered, or encircled, these unrestricted, dynamic forms of expression make it one of Gujin's most memorable visual elements. The best state of life is to stretch, as the physical extension brings freedom to the soul. Gujin hopes that every woman will value and protect her body, exploring the beauty of life with a free and stretched physical form and a relaxed state of soul.

Judges' Comments

The design of Gujin's brand identity is convincing through its ingenious use of typography, which not only highlights the brand's essence of "nurturing comfort" graphically, but also, combined with high-quality photography, makes it uniquely recognizable.