Chinese textile industry firm Fong’s Group acquired Swiss company Xorella to meet the changing needs of the textile industry.

As a Swiss design company, Erdmann Design was engaged to support and carry out this cultural repositioning task by developing a platform for Xorella’s textile finishing systems and a new brand.

Two product lines were given a new identity with a distinct colour scheme and picture trademark, which was developed to appropriately honour the cooperative partnership between Switzerland and China. The Erdmann team also developed exhibits and room elements that effectively communicated the essential offer, machines, technology and services.

Films and process animations were used to show the Xorella machines and highlight specific variations.