Since its founding in 1961, Huaguang has led the innovation of Chinese ceramics, with its products often used as state gifts and collectibles. However, in an increasingly competitive market, the brand’s visual identity began to appear outdated and failed to effectively convey its core values. RDA recognized the need for a comprehensive brand overhaul, not just visually, but also in terms of brand personality and cultural expression. By reconstructing the logo, fonts, and redesigning the color system, RDA developed a minimalist yet powerful new visual identity. This new design reinforces Huaguang’s brand recognition while injecting it with a modern and forward-thinking aesthetic, positioning the brand for a renewed global presence.

华光国瓷始建于1961年，是中国高端骨瓷品牌的开创者与引领者。多年来，华光人始终怀揣让中华陶瓷之光灿烂世界、引领中国当代陶瓷回归世界舞台中央的梦想，在陶瓷创新发展上不断突破与超越，先后自主研发出天然矿物骨质瓷、华青瓷、华玉瓷等新材质，以及无铅釉、抗菌釉等多项国家发明专利。华光国瓷以「提高人的生活艺术品质」为品牌宗旨，产品被国家领导人及中南海、人民大会堂、钓鱼台选做国礼、国宾及国宴用瓷，并被中南海紫光阁、中国国家博物馆、中国美术馆、英国皇室等机构收藏。然而，随着高端陶瓷市场竞争的日益激烈，品牌视觉形象逐渐显得陈旧，未能有效传达其核心价值与文化内涵。RDA辉盛设计认识到，华光国瓷的品牌策划需要进行全方位重塑——不仅在视觉上重新定义，更要在品牌个性、价值观与文化底蕴上实现一致性的表达。通过重构标识、字体系统，并重新设计色彩体系，RDA为华光国瓷打造了一套极简而富有力量感的全新陶瓷品牌视觉语言。这套品牌设计语言在强化品牌识别度的同时，也为华光注入了全新的时代感与前瞻性，助力其在全球高端骨瓷市场中重新定位与绽放。