With the growing awareness of global environmental protection, the field of brand design is undergoing a profound change and is gradually evolving towards sustainable development.In order to cultivate more professionals with forward-looking vision and innovative ability, the Sino-German Branding Department is offering a mandatory course for the 23rd grade students of the Sino-German Visual Communication Design program "Sustainable Brands: Circular Economy and Design", with Prof. Thomas Hirzel as the instructor.
Course Introduction
"Sustainable Branding: The Circular Economy and Design" is a two-credit course with the following core aimsSystematic teaching of the basic principles of the circular economy, andAn in-depth look at cutting-edge strategies for sustainable brand design. The course will be delivered throughpluralisticteaching styles, including in-depthClassroom Discussion, ,Closely collaborative group workas well asHands-on tasks with a practical orientationetc., to comprehensively guide studentsUnderstand and master how to effectively incorporate the concept of circular economy in brand design.In addition, it helps enterprises to realize efficient and optimal allocation of resources, effectively reduce resource wastage and actively create significant environmental value.
Mentor Introduction
Prof. Dr. Thomas HirzelMr. Wang is a professor in the Sino-German Branding Department and has taught at Northeastern University and the University of Nottingham, Ningbo. He graduated fromUniversity of Tübingen, one of the oldest universities in Germany (Eberhard Karls Universität Tübingen). The University of Tübingen isElite Universities in GermanyIt has produced nine Nobel Prize winners, as well as distinguished alumni such as the philosopher Hegel, the poet Hölderlin, the former German President Horst Köhler, the former Prime Minister Kurt George Kissinger, and the Chinese diplomat Qiao Guanhua, whose achievements in the fields of social sciences, natural sciences, and medicine have been recognized around the world.
As a historian, linguist, and sinologist, Prof. Hirzel wasLiterature analysisandHistorical research aspectsHe has deep attainments. His research interests coverSocio-economic and cultural history of Ningbo and the lower reaches of the Yangtze River, China's cultural heritage and digital humanities, Chinese art history, as well as translation and cross-cultural communication in galleries, libraries, archives and museums (GLAMs)He is fluent in German, English and Chinese. He is fluent in German, English and Chinese and has worked as a volunteer docent at the Ningbo Museum.
Prof. Hirzel wasExpertise in the field of digital humanitiesIn particular, theResearch on the integration of cultural heritage and digital technologiesThe course, "Sustainable Brands: Circular Economy and Design", provides him with the opportunity to teach the course "Sustainable Brands: Circular Economy and Design".theoretical underpinningandPractical guidanceThe experience of his work on the digital preservation of cultural heritage has helped him in his endeavors. His experience with the digital preservation of cultural heritage that he has undertaken has helped him toImplementing the concepts of circular economy and sustainable development into his classrooms.
Course structure
The course is divided into seven teaching units, each organized around a specific and key theme:
1. Circular economy principles and industry applications
A comprehensive and in-depth exploration of the basic principles of the circular economy and a detailed analysis of its wide-ranging application in practice in various industry sectors.
2. Round robin testing
Design Thinking to Solve Practical Problems: Use innovative design thinking methods to deeply analyze practical problems faced in circular economy practice and actively explore effective solutions.
3. Circular design frameworks and tools
In-depth study of the framework system and practical tools of circular design, to fully assist students to build sustainable brand design concepts and methods.
4. Innovative business model transformation
Actively explore how to successfully transform the traditional business model into an innovative model in line with the concept of circular economy and promote sustainable development of enterprises.
5. Sustainable brand design principles and identity building
Systematically learn the core principles of sustainable brand design and carefully construct a brand identity with unique value and impact based on them.
6. Analysis of the impact of consumer behavior on sustainable brands
A comprehensive and in-depth analysis of the far-reaching impact of consumer behavioral patterns on sustainable brand development, providing a basis for brand strategy development.
7. Presentation of final project results and sharing of experiences
Students will fully present their well-designed sustainable branding program in the final unit of the course and share insightful takeaways and challenges faced during the learning process.
Course Features and Highlights
Practice-driven learning:Each unit is carefully designed and arranged with group assignments and sufficient classroom discussions, aiming to help students apply their theoretical knowledge to real-life scenarios and enhance their practical skills.
Interdisciplinary Knowledge Integration:The course content not only comprehensively covers professional knowledge in the field of circular economy, but also skillfully integrates the cutting-edge concepts and methods of multi-disciplinary fields, such as design thinking and business model innovation, so as to cultivate students' comprehensive quality.
Focus on cutting-edge topics:A special topic on sustainable brand building and development will be set up to explore in depth how to utilize a variety of innovative means to promote the growth of brands on the path of sustainable development, and to study how to integrate advanced technologies and innovative concepts to inject new vitality and competitiveness into the brands and achieve win-win situation in terms of long-term environmental protection and commercial value.
Student Work and Feedback
Project Title:YoMeow
(Circulable cat house design)
Artwork description. We are based onThe concept of a circular economyThe cat's litter was designed to ensure the comfort and safety of cats, while taking into account the actual needs of consumers, and realizing recycling in many aspects. The design of the litter is aimed at ensuring the comfort and safety of cats, while taking into full consideration the actual needs of consumers, and realizing recycling in many aspects.It reflects respect for and rational use of natural resources.
Ye Jiayi:"In the course 'Sustainable Brands: Circular Economy and Design', I have gained a deep understanding of the importance of sustainability. Not only did the course equip me with the core principles of the circular economy, it alsoGuided me on how to incorporate these concepts into my brand design. From an overview of the circular economy to the exploration of innovative business models to the study of consumer behavior, each step deepened my understanding of sustainability. Through collaborative group discussions, I worked with team members toBuilt a design solution for a recyclable brand from scratchThe process was both challenging and gave me a deep sense of the value of circular economy design."
Project Title.The Great Cycle
Work description:The project is dedicated to the recycling of waste coffee grounds.A business model that fits sustainable economic development.By collecting coffee grounds extensively from homes and coffee shops, we collect coffee grounds from homes and coffee shops and make them into coffee grounds composites, which in turn create eco-friendly furniture. At the same timeWith the perfect after-sales service system, it effectively ensures the long-term use and value extension of the furniture, reduces waste emission and realizes both economic and environmental benefits.
Prince Yang:"I have gained a lot from this course. Learning about sustainable cycle indicators and business modeling, etc., I have a deeper understanding of the profound significance of green development for brands. As a visual communication design major, I realize thatYou can't just focus on the visual presentation of your brand, , ,Understanding Business ModelsIt is also crucial to give the brand more solid connotation and enduring vitality, helping to build a truly valuable and sustainable brand."
Project Title.Pure Perk.
Work description:In the fast-paced modern life, coffee has become an indispensable source of energy for many people. However, the hidden ecological pressure and resource consumption problems behind the coffee industry are little known, such as environmental pollution caused by the inability to decompose coffee cups. In the classroom, we have designed a program around circular economy and sustainable development."Pure Perk"This project.We are committed to creating a sustainable recycled coffee cup program that integrates green, fair, sharing, and reuse, starting with a cup of coffee to promote the green development of society.
Lin Long:"This course opened up a whole new perspective and gave us insights into theStrong links between design and the circular economyWith his profound professional knowledge and unique teaching methodology, Mr. Thomas led us to deeply explore the core concept of circular economy and skillfully integrate it into design practice. In the class, I not only learned the theoretical knowledge of circular economy, but also through a series of practical operations, such asProduct life cycle analysis, application design of recyclable materialsetc.Hands-on experience of how to reflect the principles of the circular economy in your designThe operation of this program has not only deepened my understanding of circular economy, but also stimulated our passion and creativity. These operations not only deepened my understanding of circular economy, but also stimulated our passion and creativity for design."
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