For this company, based in the UK, that manufactures and import goods from China it was important to have a name that had links with the Far East but also made sense to its UK based target audience.
In Chinese mythology the Black Tortoise or Black Turtle is one of the four symbols of the Chinese constellations. The creature’s name is identical to that of the important Taoist god Xuan Wu, who features in the classic novel Journey to the West.
This was the background that provided the starting point for the name and identity. It gave us the opportunity to research some wonderful symbols, shapes and colours as well as the Chinese alphabet and way of writing. Collectively this has got to be one of the most visually beautiful things and was a joy to do. However as the company and its target audience are UK based we could not make it overtly Chinese. To solve this we created a graphic version of our turtle and married this with a decorative pattern to give it a hint of the orient but still a contemporary look.
A suite of stationery and a website followed to provide the company with starter tools to begin a marketing initiative.