Recently, Shenzhen Technology University (SZTU) became one of the applicants who won the Red Dot Award: Brands & Communication Design, competing with around 7,000 brands and creative works from 50 countries and regions.
Wu Xiaoxin (left) and Shi Minghong (right) [Photo provided to Party Affairs Committee Publicity Office]
The Red Dot Winner 2020 Certificate [Photo provided to Party Affairs Committee Publicity Office]
A teacher Shi Minghong and a student Wu Xiaoxin from College of Creative Design are members of the design team of the winner, an eyewear brand NEIXIU.
The traditional Chinese culture is embedded in the brand. [Photo provided to Party Affairs Committee Publicity Office]
The unique selling proposition of the NEIXIU Silverwork Glasses brand consists of a combination of the traditional Chinese handicraft of silversmithing with a contemporary and international eyewear design appearance. As it claims to be “soft as water and modest in soul”, NEIXIU means inner beauty and intelligence in Chinese, derived from the gentility and elegance of the oriental people. The brand logo is composed of the calligraphic Chinese characters for “nei” (inside, included) and “xiu” (fabulous, exhibit). The appearance of the two characters is reminiscent of the carillon from the Warring States period (around 475–221 BC). The eyewear itself is characterized by sophisticatedly handcrafted silver elements on the temples, bridge and nose pads, which lend the simple and contemporary glasses a stylish look like jewelry. The ornaments vary depending on the series and are inspired by traditional Chinese motifs, which always project a deeper meaning.
NEIXIU gains popularity in the industry around the world. [Photo provided to Party Affairs Committee Publicity Office]
The brand founder Shi Minghong is a young teacher from College of Creative Design, SZTU. She has been teaching jewelry design and worked in brand building for many years. Her main research direction is jewelry design and cultural and creative industrial design. She likes traditional Chinese culture very much. Combining oriental charm and western fashion, she created NIUXIU by studying traditional Chinese culture and taking advantage of her professional expertise. She said that the idea of the brand was born six or seven years ago. NEIXIU currently boasts two generations of products after years of work, with relatively mature visual design, product design, cultural positioning, and business model, which made it popular at home and abroad after entering mass production.
Shi Minghong is one of the founders of NEIXIU. [Photo provided to Party Affairs Committee Publicity Office]
She hopes to continue to spread brand culture and build brand value through good works. She said: “There is a long way to go for a new brand to develop into a world-renowned one. Therefore, it is necessary to continuously polish and update to make it more market-oriented.” She will lead the team members to make greater breakthroughs in the field of industrial product design with more good products.
Wu Xiaoxin feels honored to engage in the product design of NEIXIU. [Photo provided to Party Affairs Committee Publicity Office]
Wu Xiaoxin is a junior student majoring in industrial design at College of Creative Design, SZTU. Through this competition, Wu has a deeper understanding of jewelry brand building, operation and management, and also gained knowledge, skills and teamwork required for a designer. He hopes to promote the traditional Chinese culture in the future, just like his teacher.
The Red Dot Award is one of the most influential design competitions around the world. It is one of the three major design awards, together with iF Design Award and Inspiring Digital Enterprise Award (iDEA). Since its establishment in 1955, the Red Dot Award has become established internationally as one of the most sought-after seals of quality for good design. BMW and Puma are also recognized this year. Previous Red Dot Winners include Xiaomi, Apple, and Samsung.
Drafted by Daisy（姚琦）/ International Cooperation & Student Affairs Office
Edited by International Cooperation & Student Affairs Office