NEIXIU

The Chinese eyewear brand NEIXIU was founded in 2014 by Tong Xu, a professor at the China Central Academy of Fine Arts, and Minghong Shi, a PhD candidate at the National Taiwan University of Arts. The unique selling proposition of the NEIXIU Silverwork Glasses brand consists of a combination of the traditional Chinese handicraft of silversmithing with a contemporary, international eyewear design appearance. The brand logo is composed of the calligraphic Chinese characters for “nei” (inside, included) and “xiu” (fabulous, exhibit). The appearance of the two characters is reminiscent of the carillon from the Warring States period (around 475–221 BC). This logo, which can also combine with the NEIXIU lettering depending on its use, characterises the entire brand identity. Executed in silver, the two characters dominate the design of the otherwise minimalist, white packaging and the eyewear boxes, lending them an elegant and high-quality appeal. With their concise appearance, these characters clearly communicate the brand behind the eyewear on advertisements and at the point of sale. The eyewear itself is characterised by sophisticatedly handcrafted silver elements on the temples, bridge and nose pads, which lend the simple and contemporary glasses a stylish look like jewellery. The ornaments vary depending on the series and are inspired by traditional Chinese motifs, which always project a deeper meaning. Since the exclusivity of the eyewear rests in the silversmith work, these are also brought into focus through detailed shots in advertisements. Also featured in advertisements are photographs showing self-reliant and modern-looking people using the eyewear. In addition to the calligraphic logo, often used in communication is a square with rounded corners, which frames the statement “NEIXIU Sterling Silver Accessories” in a clear, sans serif font and serves as a kind of seal to visualise and communicate the most important features of the eyewear using a few words. Since its foundation in 2014, the NEIXIU brand has positioned itself on the Asian market as a high-quality eyewear brand thanks to its clear and consistent appearance.