“Nostalgia is a file that removes the rough edges from the good old days.”
A popular and established vintage brand, Kingdex is well-known amongst the older generation of students and business owners. Established in the 1960s when there was little competition and thus not much need for eye-catching design, colour or special paper, little attention was paid in establishing Kingdex’s unique identity and personality.
Times have changed and things are different now. With an overly saturated market filled to the brim with competitors that are armed to the teeth with impeccable brand strategies and systems, Kingdex needed to rebrand in order to keep up.
For this project, Etereo conducted thorough research on their target audience to craft a brand system that would appeal to them. We realised that nostalgia is a strong pull for many – they remember the beloved collections of Kingdex stationery that they once coveted. With Kingdex’s refurbished brand system, we intertwined a wistful remembrance that many hold for the brand, but also led the change to bigger and better by softening their entire outlook to appeal to a wider target audience.