WE REBRANDED DAIKIN'S FLUOROCARBON ELASTOMER BRAND "DAI-EL," AND DEVELOPED A MARKETING PLAN, VISUAL IDENTITY (VI), AND COMMUNICATION DESIGN TO COMMUNICATE THE APPEAL AND POTENTIAL OF DAI-EL TO A WIDE RANGE OF CUSTOMERS, INCLUDING THE LIFESTYLE MARKET. WE ALSO DEVELOPED A VI (VISUAL IDENTITY) AND COMMUNICATION DESIGN.
Coordinated collaboration with the design office "nendo" led by Mr. Oki Sato. Support was provided for the exhibition at Milano Design Week, the world's largest design festival, held in Milan, Italy, from April 17 (Tue) to 22 (Sun), 2018.
ABOUT DAI-EL
The raw material of DAI-EL is a natural mineral called fluorite. Fluorite is mainly composed of calcium fluoride (CaF2) and is used as a starting material for various fluorine products and as a fluxing agent for ores in the metal-curing industry. Fluorine is derived from the Latin word "fluore," meaning "to flow," and is named for its ability to fluidize ores. DAI-EL is a fluoroelastomer with advanced properties and is different from natural rubber (synthesized by plants) and diene rubber (made from petroleum) in terms of its synthesis route (production process).
