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.