ROYAL COPENHAGEN. the brand book. For internal use only

Transcription

1 ROYAL COPENHAGEN the brand book For internal use only Royal Copenhagen

2 Welcome to the world of ROYAL COPENHAGEN For more than 238 years our passion has been design, craftsmanship and uncompromising quality. These values are the basis of our story and the basis of our existence. When you tell our story it is important to do so in accordance with the spirit of Royal Copenhagen. Our traditions give us the confidence to innovate and renew. We look to our Danish heritage, act on it, and carry it with us into a global environment. The following pages will guide you through our history, our brand strategy and our path for the future. 2 3

3 This book will guide you through our brand s core values. It will enable you to write new chapters in our never-ending story that are true to the spirit of Royal Copenhagen. p6 p10 p12 BRAND STORY Mission vision p16 p18 p20 brand positions consumer PROMISE brand values p34 p38 p46 Passing on traditions SIGNATURE PATTERN Visual identity p56 how we communicate 4 5

4 our BRAND STORY... Since 1775 Royal Copenhagen porcelain has been a symbol of an up-to-date, qualityconscious lifestyle. A wide range of new collections maintains our success in modern homes and we highly value the respect our products have earned. With untiring enthusiasm we continuously sustain the high standards of craftsmanship that ensure the flawless quality for which Royal Copenhagen is so well known. 6 7

5 Timeline highlights Founded in 1775 Flora Danica sees the light of day A friendly royal take-over The artists arrive International breakthrough The same address for more than 100 years New designs are always made with great respect for Royal Copenhagen s DNA A new era begins with Blue Fluted Mega Introducing Blue Fluted pattern Trademark inspired by three straits Krog changes the world of porcelain Our flagship store opens Pieces by Royal Copenhagen fetch record prices as collectors items Elements is the new dinnerware Still made and painted by hand Our history The Queen Dowager Juliane Marie The Royal Chartered Porcelain Factory is founded as a limited company under the patronage of the Queen Juliane Marie, Crown Prince Frederik and King Christian VII. The Flora Danica dinner service is named after Flora Danica, the great work on botany that first appeared in Copenhagen in According to a contemporary source, the first Flora Danica dinner service was commissioned by Crown Prince Frederik on behalf of King Christian VII of Denmark as a gift for Empress Catherine II (the Great) of Russia. Flora Danica is regarded as one of the most original and inspired products of the European art industry from the golden age of porcelain. A young architect named Arnold Krog is appointed artistic director to revitalise the factory. Arnold Krog s underglaze is awarded the Grand Prix at the World Fair in Paris. The factory makes its international breakthrough and opens shops in Paris, New York and London Royal Copenhagen opens shop at Bond Street, London in 1897 The war makes operations difficult at the porcelain factories owing to shortages of fuel and raw materials. The war has an impact on production a long time after the liberation Royal Copenhagen celebrates its 225th anniversary by launching a new dinner service, Blue Fluted Mega, created by young design student Karen Kjældgård-Larsen. Blue Fluted Mega is an exciting revitalisation of the factory s oldest pattern and a refreshing take on the hand-painted tradition. Karen Kjældgård-Larsen gives the classic Blue Fluted pattern fresh impact by enlarging selected details of the original design When Blue Fluted Mega was launched in 2000 it took the world by storm. The new reinterpretation of the classic Blue Fluted design wrote design history and is still sold around the world today The factory is set up at St. Kjøbmagergade 50. In accordance with the Queen s wish, the factory uses three wavy lines symbolising the Great Belt, Little Belt and the Sound as its trademark. The Blue Fluted dinnerware is the first pattern produced at the Royal Copenhagen Porcelain Factory, which is why the identification number No. 1 is printed on the bottom of each piece The factory s finances are in a wretched state as a result of stockpiling products instead of selling them. King Christian VII takes over financial responsibility. The factory changes its name to Den Kongelige Danske Porcelains Fabrik. (The Royal Danish Porcelain Factory) The Royal Danish Porcelain Factory is privatised. The first female painter is employed and painting in blue gradually becomes women s work. Krog s first task is to breathe new life into the factory s great original dinner service, Blue Fluted. He develops a new technique for painting under the glaze, which makes it possible to depict landscapes and apply other naturalistic decorations. The new porcelain is shown at the World Exhibition in Paris in 1889, and over the next few years the underglaze-decorated porcelain makes the factory world famous The Royal Danish Porcelain Factory s shop moves to its present address at Amagertorv 6, a beautiful renaissance building from 1616 and one of Copenhagen s oldest houses. Amagertorv 6 around 1900 Services and individual pieces are created by artists such as Thorkild Olsen, Axel Salto, Gertrud Vasegaard, Erik Magnussen, Henning Koppel and Grethe Meyer. The style is modern, simple and romantic. Today, Axel Salto s works command high prices at art auctions 2008 Royal Copenhagen launches the Elements dinner service created by Louise Campbell, one of Denmark s leading designers. The design incorporates elements of Royal Copenhagen s most traditional services over three centuries. The shape of the service contains fragments of the Blue Fluted service of 1775, Flora Danica from 1790 and Half Lace from 1885, while the approach to colour is radically different from the traditional blue and white palette of Royal Copenhagen. In Elements, Louise Campbell has confronted centuries of heritage with the lifestyle of the new millennium Today Today, Royal Copenhagen porcelain is still hand-painted in accordance with traditions of craftsmanship dating back 238 years. 8 9

6 our BRAND mission... OUR MISSION is to add a feeling of luxury to everyday moments through contemporary, high-quality porcelain with deep roots in Danish design history

7 our BRAND vision... Our vision is to elevate everyday moments

8 Everyday moments of... SELF INDULGENCE... entertainment... GIFT GIVING... FAMILY MOMENTS

9 our BRAND position... With origins in hand-painted designs, Royal Copenhagen is one of the most luxurious and desirable porcelain brands in the world. We are renown for our strong history, high quality products for everyday usage and unique heritage of design and craftsmanship

10 our CONSUMER promise... Royal Copenhagen makes it possible for you to elevate your everyday moments to luxury moments

11 our BRAND values... Royal Copenhagen has been contemporary since 1775 because our basic values have always been respected. Our brand values are expressed in both our products and our communication Royal Quality Design tradition Craft Recognition Enjoyment 20 21

12 OUR BRAND VALUES VALUE N o 1: Royal Founded under the patronage of Queen Juliane Marie, Royal Copenhagen dates back to Because we can trace our roots back to the Royal Family, we have become a national treasure and part of Danish culture. Expressing Royal means respecting our royal heritage but still staying current. Our communication is refined and polite, yet always follows the changing times. This means displaying our qualities with an understated elegance instead of brazenly promoting them. Classic Royal Modern Royal Queen Juliane Marie fra 1752 Queen Caroline Mathilde from 1766 Queen Marie Sophie Frederikke from 1808 Queen Charlotte Frederikke from 1784 Caroline Charlotte Mariane from 1821 Queen Caroline Amalie from 1839 Countess Louise Danner from 1850 Queen Louise from 1863 Queen Louise from 1906 Queen Ingrid from 1947 Queen Margrethe 2. from 1972 Crown Princess Mary from

13 OUR BRAND VALUES VALUE N o 2: QUALITY Every piece of Royal Copenhagen is unique. During the production process it will pass through the hands of about 30 people before being shipped to our customers. Royal Copenhagen products are a testimony to authenticity and credibility, both because of the character of our craftsmanship and also because of a unique back stamp approving each piece s quality and originality. Our customers know they are acquiring an original, high quality product. 238 years of experience Passes through the hands of about 30 experts Created by designers Sign of quality 24 25

14 OUR BRAND VALUES VALUE N o 3: design tradition Royal Copenhagen is one of the world s oldest companies. For more than 238 years our products have been expressing Danish modern contemporary design, which is key to our brand and to our designs. For centuries Royal Copenhagen has been recognized as a creative force within Danish design. Our reputation is therefore stronger today than ever before. To move forward and further develop the Royal Copenhagen brand, we must constantly combine our design traditions with tomorrow s thinking. Traditional Danish design Contemporary Danish design Modern Danish design 26 27

15 OUR BRAND VALUES VALUE N o 4: CRAFT Our artists and craftsmen respect and understand the values and traditions they represent, and most Royal Copenhagen porcelain is lovingly made and painted by hand. That is why each piece is unique and has its own life. For example, each hand-painted piece has more than 780 brushstrokes from the hands of a dedicated painter. That is the basis of true craftsmanship. The tradition of always creating unique products must run like a red thread through everything we do. Handmade Royal Copenhagen Blue Hand painted Hand glazed Hand stamped 28 29

16 OUR BRAND VALUES VALUE N o 5: RECOGNITION There are many different references within our products that link back to the beginning of Royal Copenhagen. This recognition, defined mostly by our unique blue and the Blue Fluted pattern, is at the heart of Royal Copenhagen porcelain. All our products are hand-stamped and our hand-painted products are signed like a Royal seal. This is our true DNA and the signs by which we have always been and always will be recognized as a living symbol of fine tradition and superb craftsmanship. By evolving our basic patterns with pride and enthusiasm, we both express our heritage and also ensure recognition. Concepts like Blue Fluted Mega, Elements and Flora bring a modern and contemporary expression yet still stay true to our history. It is our nature to always explore the enormous potential of our timeless designs. Heritage in evolution / Flora Danica interpeted in Flora Heritage in focus / Blue Fluted recognised in Blue Fluted Mega A blend of our heritage in Elements 30 31

17 OUR BRAND VALUES VALUE N o 6: ENJOYment We want to elevate everyday moments. Every piece of porcelain is made to make you feel a little bit lucky, very special and extremely indulged. Everyone has their own favourite dinnerware to express who they are and how they re feeling when setting the table. We invite everyone to experience how our products can transform daily routines into luxury moments of pure pleasure. To bring the story of our brand across to consumers we must focus on creating that extra dimension, that everyday luxury. Royal Copenhagen products are a useful, tasteful and effective way to elevate everyday life into a feeling of luxury

18 Passing ON TRADITIONs

19 From the very beginning of our more than 238-year history, our values have always been expressed in our passion for superb craftsmanship, design, the joy of passing on family heirlooms, and the fine tradition of setting the table. Passing on tablesetting Passing on family heirlooms The past Today The past Today Passing on history Passing on culture The past Today Copenhagen Taipei Passing on craftmanship The past Today Blue Fluted Plain Passing on design Blue Fluted Mega 36 37

20 Signature pattern pattern n o

21 The signtature pattern In the early 1700s Europe finally cracked the old Chinese secret of how to make porcelain. The Chinese had a long tradition of underglaze-painted porcelain and when many European princes proudly establishing their own porcelain factories, they also imported the fine Chinese cobalt blue image of a stylised chrysanthemum. This pattern migrated from one factory to another. When the Royal Copenhagen Porcelain Factory was established in 1775, its founder, Frantz Henrich Müller, adopted it too. It became known as Blue Fluted or mussel

22 Signature pattern The history of mussel originates in asia The most known pattern by Royal Copenhagen is the handpainted Blue Fluted. Also known as pattern nr. 1, Blue Fluted was the first pattern the company started to produce in numbers. Even today it is the signature pattern of Royal Copenhagen. Originating in Asia, the pattern has since undergone many modifications and adjustments, reflecting a journey of taste in time lasting more than 200 years. The pattern s development can be seen here on a Blue Fluted full lace plate

23 Signature pattern Royal Copenhagen s design development evolves from this one pattern The Blue Fluted pattern (also known as mussel ) is part of Denmark s cultural heritage. It is synonymous with Danish porcelain to connoisseurs all over the world. Blue Fluted was Royal Copenhagen s very first porcelain dinner service and the mussel pattern has been loved for more than 200 years. Illustrating a chrysanthemum, the mussel pattern is admired both for its vigour and timeless qualities. Through abstractions and creative thinking, the pattern has been continuously interpreted and refined, twisted and simplified, enlarged and embellished again and again since 1775 to make a contemporary, modern interpretation of old values

24 CORPORATE VISUAL IDENTITY ELEMENTS our LOGO HISTORY... Royal Copenhagen was founded under the patronage of Queen Juliane Marie in The crown The crown symbolises Royal Copenhagen s centuries-long connection with the Danish Royal Family. The crown is decorated with Dagmarkorset, a medieval jewelled crucifix discovered in The waves Right from the start Queen Juliane Marie decided that every porcelain item should be marked with three waves symbolising Denmark s beautiful straits: the Sound, the Great Belt and the Little Belt

25 CORPORATE VISUAL IDENTITY THE LOGO Only to be used by Royal Copenhagen. Gold_blue_Pantone. Preferred and primary logo. Crown logo Space Always position the logo in a prominent position. The red boxes show the minimum permitted distance to the paper edge and other objects. It is not permitted to use the crown logo without including the purveyor logo. Wherever possible, position the crown logo at the top of the design. Crown_logo gold_blue Crown_logo black_blue Crown_logo gold_white PurveYor logo The purveyor logo must always be used in the design. Position the logo at the bottom of the design wherever possible. The purvevor logo may be omitted in internal use. Crown_logo gold_blue Crown_logo black_blue Crown_logo gold_white 48 49

26 CORPORATE VISUAL IDENTITY THE corporate colours pantone CORPORATE VISUAL IDENTITY THE corporate colours CMYK Crown_logo gold Pantone 871 C Crown_logo blue Pantone 289 C Crown_logo gold CMYK 20_30_70_15 Crown_logo blue CMYK 100_65_0_

27 CORPORATE VISUAL IDENTITY typography Bodoni Classic the ABCDEFGHIJKLMNOPQRSTUVWXYZÆØÅ abcdefghijklmnopqrstuvwxyzæøå Primary typeface / Headline text Avenir ABCDEFGHIJKLMNOPQRSTUVWXYZÆØÅ abcdefghijklmnopqrstuvwxyzæøå designs evolving from one platform Secondary typeface / Body text An example of headline design 52 53

28 CORPORATE VISUAL IDENTITY STATIONARY & PACKAGING 54 55

29 HOW we express our brand GLOBALLY HOW we Blue / tokyo Copenhagen Stockholm communicate yokohama Taipei Århus 56 57

30 HOW WE COMMUNICATE THE corporate image bank 60 61

31 HOW WE COMMUNICATE catalogue 62 63

32 HOW WE COMMUNICATE ADVERTISING forårskollektion 2013 Blå Elements mønsterbryder Farver er det nye sort, og Riflet Contrast følger trenden med en forårskollektion i hindbær, blomme og himmel. Brug dem til pynt og til nytte, til mad og til drikke. Se alle 14 farver på kr./stk. Vejl. udsalgspris Elements er en moderne fortolkning af Royal Copenhagens ikonstel: Flora Danica og Musselmalet Riflet. Originalt og innovativt. Skåle fra 449,- nyhed! Nu kan du også få Hvid Riflet tallerkener i Coupe Shape uden den klassiske kant. Så nu er der plads til endnu mere god smag. priser fra 169,- Bryd vanetænkningen med et historisk mix af Musselmalet Riflet, Blå Mega Riflet og Hvid Riflet, og skab din egen stil. priser fra 149,- ALLE STEL FRA ROYAL COPENHAGEN SÆLGES MED BRUDGARANTI. Garantibetingelserne kan ses på hvor du også kan købe hele vores sortiment. ALLE STEL FRA ROYAL COPENHAGEN SÆLGES MED BRUDGARANTI. Garantibetingelserne kan ses på hvor du også kan købe hele vores sortiment. ALLE STEL FRA ROYAL COPENHAGEN SÆLGES MED BRUDGARANTI. Garantibetingelserne kan ses på hvor du også kan købe hele vores sortiment. ALLE STEL FRA ROYAL COPENHAGEN SÆLGES MED BRUDGARANTI. Garantibetingelserne kan ses på hvor du også kan købe hele vores sortiment

33 Since the beginning, Royal Copenhagen has formed artistry, craftsmanship and innovation into a porcelain art of uncompromising perfection. Lovely to look at. Smooth to touch. Each piece tells its own story. Some take a breathtaking point of departure from traditional elements, finding daring new expressions through functionality. Others remain largely unchanged, as fresh as they were 238 years before. Porcelain-making skills are passed on from generation to generation in the same way as Royal Copenhagen pieces are inherited in families. Quality endures. Bringing the history of Royal Copenhagen into the future by aligning our further development with this brand book

34 The neverending story The story of Royal Copenhagen is never-ending because it is driven by the heart. Our business is and has always been inspired by a passion for quality, history and beautiful design. We believe it s important to respect the past in a way that gives us strength to shape our future. 68 History continues...