Kristin Laufer
Porcelain is not just porcelain – that's what Hering Berlin stands for. Its purist form together with the highly individual combinable collection sets a new international standard. Hering needed a concept to decide what was special about the brand and how that could be communicated.
All innovations have a background, and so Edenspiekermann stresses that Hering's story be told clearly. It is captured in a new kind of image concept that shows the porcelain in unusual perspectives.
The complex shapes and decorations of Hering porcelain come to life in the image brochure; blind embossing, die cuts, metallic paints and spot varnishes make the porcelain look as lifelike as objects can possibly get in print. There's also the 700-page general catalogue with the highest standard of clarity and design. No wonder then that the company's appearance has caused such a stir in the industry. The product catalogue and the brochure won a Silver European Design Award in May 2009.
