Rivers Coatings: Creating a Remarkable and Trustful Brand

Corporate Identity that Unites East and West

The brand design of Rivers Coatings is a testament to its commitment to excellence and sustainability. Combining Latin and Chinese characters into one word mark, the design creates a strong and unified brand identity. The use of a single line in the design is a nod to the beauty of a river, symbolizing life, connection, and the flow of the coatings themselves. This unique approach sets Rivers Coatings apart from its competitors.

All packaging for Rivers Coatings features a clean design, free from unnecessary clutter. The background color is light grey or silver, depending on the material of the cans and boxes. Three different colors are used to distinguish between powder coatings, water-based coatings, and oil coatings, making it easy for consumers to identify the right product at first glance. The brand name always follows the shape of the packaging, creating a cohesive and visually appealing look.

In addition to the packaging design, Rivers Coatings has developed an icon system to indicate the specific applications of the coatings. These icons not only serve a functional purpose but also contribute to the overall brand identity. The design of the icons is derived from the brand name, further strengthening the cultural identity of Rivers Coatings. This attention to detail and commitment to a cohesive design language is what sets Rivers Coatings apart in the Chinese market.

The project, led by Creative Director Klaus Hesse and the design team of Shen Tu, Jiang Yi, Yuriy Matveev, and Nikolas Brueckmann, started in 2016 and was completed in 2018 in Guangdong. The design was exhibited in the red dot museum and iF exhibition, where it was recognized as the iF gold winner of 2018. This prestigious award is a testament to the success and impact of the Rivers Coatings brand design.

Creating a clear and commercially viable design that combines Eastern and Western influences was a challenge that the design team successfully overcame. The result is a simple yet attention-grabbing design with soft typography that appeals to a wide audience. The Rivers Coatings brand design is not only visually appealing but also reflects the company's mission to make things more beautiful, safe, and sustainable.

The Iron A' Design Award in Graphics, Illustration, and Visual Communication Design in 2019 further solidifies the recognition and impact of the Rivers Coatings brand design. This award is given to designs that meet professional and industrial requirements, integrating industry best practices and competent technical characteristics. Rivers Coatings' design is not only aesthetically pleasing but also fulfills its purpose in contributing to a better world.