Home furnishingsGreater Toronto · English & Chinese
A year at the store,
in two languages.
00The project
- Client
- DeRUCCI Toronto（慕思家居）
- Industry
- Home furnishings retail
- Years
- 2022–2023
- Languages
- English · 中文
DeRUCCI is a Chinese bedding and furniture brand; DeRUCCI Toronto is its store in the Greater Toronto Area, with customers who read English and customers who read Chinese. From the store’s fifth anniversary in the summer of 2022 to World Sleep Day in March 2023, we made its campaigns: posters for the floor and for print, web banners, and full sets for Instagram, WeChat and Xiaohongshu — every piece in both languages.
- Fifth-anniversary campaign
- Brand poster in two languages
- Boxing Day sale
- World Sleep Day
- Instagram, WeChat & Xiaohongshu sets
- Print from A5 to 30 × 40 in
0127 Aug – 30 Sep 2022 · Fifth anniversary
Five years,
three offers.
The anniversary ran five weeks. The poster puts a gold 5 up front, the brand’s bed beneath it and the three offers in a numbered list; in the Chinese edition each line is Chinese above, English below. The same parts were cut into a web banner, a phone-length version, a WeChat cover and a product card for each of six featured mattresses.
“感恩‘慕’后有你”
The Chinese headline borrows the 慕 of the brand’s name to turn “behind the scenes” into a thank-you to five years of customers — a pun that only works in Chinese, so the English edition leaves it out.
- Poster · Chinese / English
- Web banner
- Phone-length · WeChat cover
- Product cards × 6
022022 · Brand poster
One poster,
two openings.
For a dinner event the store wanted a brand piece, not a sale. The two editions share a grid, a gold frame and the bed, and change only the opening: the Chinese one stacks 慕思家居 in four large, staggered characters; the English one leads with the R monogram and “Sleep Better Tonight”. Both ran at letter size and A5, with a landscape 8.5 × 5.5 inch version.
0317–31 Dec 2022 · Boxing Day
Up to seventy off,
and still in order.
A sale poster has to carry everything: six products and their prices, a Boxing Week lucky-draw wheel, three massage chairs, the dates. We held it to one black and one copper, set the products in a strict three-column grid and gave the lower half to the wheel. The poster ran from letter size up to 30 × 40 inches; the same content broke into ten Instagram posts, ten WeChat images, three Xiaohongshu cards and a web banner, in English and in Chinese.
04March 2023 · World Sleep Day
In March,
midnight blue.
Lunar New Year came between, in red, as “Hello 2023”. For World Sleep Day in March the ground turned midnight blue under a full moon: “Sleep well, Live well” in English, and in Chinese a pun on 眠, sleep — 睡出眠疲力. The product posts kept Boxing Day’s copper price panel, so the store’s posts read as one family.
Sleep better tonight.
The line from the store’s poster