The Art of Engineering: Making the Functional Beautiful and the Ordinary Extraordinary

「工程藝術」：把功能變美麗，使平凡不平凡

With a new brand image, NavJack showcases its strengths to elevate its brand position.

透過新的品牌形象，NavJack精確傳達產品優勢，使品牌享有更高定位。

A Tradition of Quality
Mingfeng Technology is a world-leader in precision manufacturing and multi-color injection molding. Its NavJack brand of Apple accessories, including leather covers, thermoplastic polyurethane (TPU) back covers, and other protective gear, embodies the company’s  tradition of fine craftsmanship and use of innovative materials. In 2010, DDG was invited to design the product packaging for the NavJack line, which paved the way for an overhaul of NavJack’s entire brand strategy.

Sculpting a New Brand Image
After investigating the market and carrying out a series of interviews, DDG’s brand strategists discovered that NavJack’s products, like many other Apple accessories, followed Apple’s simple, clean design style. However, the superior craftsmanship of NavJack’s products was not being emphasized enough. To enable NavJack to stand out in the market, DDG proposed the “art of engineering” as the brand’s core value, with the concept of making the functional beautiful and the ordinary extraordinary as the brand catalyst.

Once the brand’s core value was identified, DDG’s design team incorporated it into the visual imagery, which was then used for the main packaging and marketing themes. A stylized artistic signature was designed for the NavJack trademark, and a new slogan–“Sculpted Essentials”–further reinforced this artistic connection, calling to mind a sculptor’s ceaseless attempts at perfection.

Becoming a High-End Brand
With a whole new image and style to communicate to the market, NavJack has successfully repositioned itself as a unique, high-end brand. Evidence of NavJack’s new premium position was seen in the inclusion of the NavJack iPad Corium Gold Glitter Fiber case in the exclusive gift bag for the 2011 Academy Awards. With the philosophy, “Simplicity is the ultimate sophistication,” NavJack has now become a high-end, global brand.

崇高品質的堅持

NavJack是名峰科技所經營的品牌，握有全球頂尖的精密模具製造、多色成型及製作材料創新等專業技術，做出的碳纖產品具有令人嘆為觀止的精緻度。NavJack的Apple配件體現了力求高品質的精神，從皮套、TPU背套，到保護膜等品項，無一不是細工鑄造、材質特殊的精品。2010年，DDG受邀設計NavJack的產品包裝，意外開啓NavJack重塑品牌策略的契機。

 

從「工程藝術」發展品牌形象

經過專業的審查、訪談與與市場觀察，策略顧問提出一個洞察：與他牌Apple配件一樣，NavJack大致上循用Apple的簡潔風格，未凸顯自豪的高超工藝。為發展能區隔市場，建立品牌差異化的策略，DDG建議以「工程藝術」來定義NavJack的核心價值，以這個「品牌催化劑」發想NavJack專屬的風格：一種把功能變美麗，使平凡不平凡的品牌體驗。 

找出NavJack品牌核心價值後，設計團隊將這些元素融入視覺形象，作為產品包裝與行銷的主軸，並策略性採用藝術家簽名風格來設計新的品牌識別。此外，全新的品牌標語 - Sculpted Essentials - 強調NavJack勇於創新材質，追求完美的品牌形象，同時依此發展NavJack的品牌行銷工具，提升專業度。

 

攀上更高的品牌定位

NavJack以嶄新的形象、語言及風格來從事市場溝通後，成功引導消費者體驗NavJack專業與不凡之處。透過新的品牌形象，NavJack成功傳達自身價值與優勢，有效調整消費者心中的形象與定位，讓NavJack的Apple配件享有更高的品牌定位。2011年奧斯卡頒奬典禮的禮品組合，其中特別挑選了NavJack一款iPad保護套，成為娜塔莉波曼，安海瑟威等國際巨星手中的精品。