Case Study
Brand Strategy
Naming
Brand Manifesto
Verbal Identity & Tone of Voice
Visual Identity
Sound Identity
Motion Graphics
Photography
Packaging
Video
Social Media
Stone & Cloud is an international brand that combines ancient Asian craftsmanship with modern design to create premium porcelain products. Inicial crafted a comprehensive brand strategy, covering everything from naming and visual identity to packaging and animations. This strategy aimed to boost Stone & Cloud’s global luxury market presence and clearly define its unique offerings.
Read more
CREDITS
Creative Direction and Strategy: Luís Pinto
Visual Identity: Catarina Carreiras
Social Media Design: Inês Pérez
Motion Design: Rui Ribeiro
Video: Morris; Paulo Ricardo
Packaging: Maria Maranhas
Photography: Isabel Saldanha, Mariana Prazeres
THE BEGINNING
How can Stone & Cloud showcase its timeless quality and craftsmanship to stand out in today’s competitive market while appealing to modern tastes?
THE JOURNEY
Brand Strategy: We started from scratch, immersing ourselves in the brand’s history and the porcelain industry to develop an identity that respects tradition but appeals to modern consumers. This involved identifying potential customers and tailoring our message to attract them.
Naming and Verbal Identity: “Stone & Cloud” was chosen for its strong imagery and cultural resonance, reflecting the product’s durability and artistry. The name also works well online, ensuring a unified brand presence.
Visual Identity: We used a soft color palette and modern typography, blending old and new styles. Chinese ink brush calligraphy was added to create unique brand elements, brought to life with motion graphics.
Video Production: We shot videos in Jingdezhen and Shanghai, focusing on the craftsmanship behind porcelain and silk. These showcase the production intricacies and the beautiful locations.
Catalogue Photography: Our high-quality photos highlight each product’s details. With the brand gaining traction in Michelin-starred restaurants, we’re expanding our photo shoots to include more high-end hospitality collaborations.
THE OUTCOME
Our branding efforts quickly earned recognition and value within the design and culinary communities. The cohesive brand elements enhanced the brand’s appeal, and our storytelling improved customer engagement and understanding.
MOVING FORWARD
The successful launch has set the stage for expanding our product line and entering new markets, with Inicial continuing to ensure brand consistency and innovation. Our strategic branding has helped preserve Stone & Cloud’s heritage while positioning it as a leader in modern luxury decor, making it synonymous with elegance, quality, and lasting beauty.
