Shift in Timber Flooring Products – From Timber Type Quality to Value-Added Design
Founded in 1995, Nature Timber Flooring is the largest timber flooring brand in China. For the past 20 years, it has strived for producing high quality timber flooring products which have its main brand feature. In recent years, given the gradual saturation of the original customer market and the increasing premium the general public places on environmental issues, Nature Timber Flooring is also facing a point of inflexion in how the brand can impress upon its customers as a “high-quality timber suppliers” through the introduction of design, so that the establishment of a new corporate identity image, from the positioning of rare wood species sales to the product quality enhancement through design, which was indeed a major challenge for this collaboration.
Product Design Planning – From Design Research to the Realization of Quality Design
Through a large number of investigative researches, the current main target consumer group of renovation turned out to be the married couple born after 1980’s. Apart from the current timber flooring products being able to satisfy environmental protection and practicality, "Personalization" has become another focus of their attention, as these consumers prefer natural colors such as genuine timber, black, gray and dark brown, etc., while demand for such customized products have been on the rise in recent years, not to mention the growing emphasis on natural texture with modernity and simplicity. In response to the outcomes of these basic market researches, the "scenarios in life" as our creative foundation, along with the theme of “Saying Good-bye to Cambridge Again” by the Poet, C.M. Hsu, an epitome of 1920’s Youth literature movement, which generated 5 sets of individual colors, configuration and combination, “Poetic Glamor” Series, in the hope of appealing to the new-generation consumers who places premium on personalization, in sync with the concept of “De-styling is the epitome of genuine life realization”.
“Poetic Glamor Series” – The Craft Tradition Built on Timber Pattern, Brass Components and Angled-Cut
“Poetic Glamor” was a product series developed from a disciplined research effort, as the main color themes of indigo and brown grey with six timber-tone colors of square-cut and asymmetrical configuration. With detailing of small brass piece embedded at angled-cut timber junctions, on one hand, it was to prevent of the warping of natural timber materials, but to increase product quality through the matching usage of genuine timber and brass pieces, which have been patented. Apart from these products of refined craftsmanship, used in the already familiar timber flooring, it can also be utilized in walls, ceiling and decorative compositions. “Poetic Glamor” Series, apart from being made with high quality timber and environmentally friendly paints, has also embodied hand-made saw-cut craft in presenting genuine timber patterns, so as to preserve the brand impressions of genuine and natural qualities, it also strengthened the differentiating qualities of genuine timber in the spirit of hand-made craft tradition.