FION

Inherit the Spirit of cCraftsman

Client
FION

Service
Logo
Monogram
PI
Visual Identity
Packaging Design

Partner
Ding Fan / Fang Jianping

Team
CD: Ding Fan / Fang Jianping
D: Ding Fan / Fang Jianping / Li Sinong / Zhou Junjun
MD: Zhao Lin
PM: Shao Junyu

FION is founded in Hong Kong, China 1979. It’s a handmade leather goods brand inheriting the spirit of "three generations of craftsmen", and wholly acquired by the CHJ Jewellery Group in 2014.  It has always been a passionate pursuit of exquisite craftsmanship and exceptional quality, with the tenacity to break new ground. 

Our mission is to find the history and story of FION. Looking back, we found that the achievements of FION in the past half century are all inseparable from the word ‘handmade’. In the 1980s, one of the founders, Master Rongzhong Chen, wisely created many of his own tools for bag making, such as the exclusive angular shape of the push-bamboo, the cutter made from good steel, and the embossing machine converted from a hydraulic press dismantled from a ship.

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Client
FION

Service
Logo
Monogram
PI
Visual Identity
Packaging Design

Partner
Ding Fan / Fang Jianping

Team
CD: Ding Fan / Fang Jianping
D: Ding Fan / Fang Jianping / Li Sinong / Zhou Junjun
MD: Zhao Lin
PM: Shao Junyu

Over the past half-century, the brand identity has been transformed several times. It has been constantly searching for new breakthroughs in heritage and innovation. Our job was to revisit the spirit and inject new spirit into the brand while preserving the tradition.

The design of the new logo was inspired by the creation of unique bag-making tools, and we wanted to reflect the values of the brand by expressing handmade craftsmanship. The mark is combined with the word ‘EST.1979' to capture the history of the brand.

We expanded on FION's handmade DNA and created a new logo symbol for FION. We included the characteristics of bamboo in the typeface design to build a sense of unity in the series. In the details of the ‘F', ‘I’, and ’N’ strokes, the corner cuts are intentionally kept in a handmade, ‘clumsy’ style. "The whole of the visual effect is still young and simple.

We have also developed a new visual identity strategy with FION, including a two-color combination and a new print. The two-color combination, inspired by the shades of the different years of bamboo, can be applied to offline shops, packaging design and online media, etc. The new print design will be used for the pattern of the bag and leather accessories.

We believe that the pattern, which is shown over and over again, will deepen the public's understanding of FION's handcrafted artisanal genes.