About us, Chinese Naming and the Fish
We believe that consistent and creative design creates trust and drives business. Attention to detail, a convincing concept and flawless execution make your brand stand out, especially in China. Companies that incorporate design in their business strategy outperform others.
We believe that consistent and creative design creates trust and drives business. Attention to detail, a convincing concept and flawless execution make your brand stand out, especially in China. Companies that incorporate design in their business strategy outperform others.
The name JungleFish represents our company as a smart and flexible guide through a complex market environment symbolized by a Jungle. The positive attributes of a Jungle – vivid, rich, fertile, complex, and beautiful – can also be associated with a megacity like Shanghai. The fish brings harmony, color, movement. But fish and water also stand for tranquility. This creates a good contrast and memorable image. JungleFish sticks to the mind as a metaphor for the fresh and clear-minded company we aspire to be. The characteristics of simplicity, clarity and purposefulness fit best for the English brand name.
Tai Ji Yu – 太极鱼 – our Chinese brand name has a focus on philosophical ideas dating back to the Song dynasty (10th century CE). The concept of “Taiji” stands for harmonizing of seemingly opposites: With our Chinese/Western team we are able to understand the cultural differences well and strive to harmonize them towards a unique communication solution. The Fish in Taijiyu evokes the same positive qualities as in the English brand name and easily connects with it. The “Jungle” is thus substituted with the Yin/Yang concept in the Chinese name but the meaning is similar: creating harmony between extremes. The philosophical reference is more appropriate in Chinese.
Our Team
Unlike many other studios we work with fixed employees and only in special cases rely on freelancers. Our Creative team brings together designers from Germany, China and other Asian and European countries. It is this mix of perspectives that gives us the insight to create meaningful design for local and global markets.
Philipp Fries
After studies in philosophy, literature and design, Philipp engaged for several years in freelance assignments for various design companies in Germany. Since more than a decade his work in China is focusing on intercultural brand development for international and Chinese clients. Philipp is an expert in typography and meaningful design.
Wolfgang Obermeier
Wolfgang started his career as an electronics engineer in new product development in Germany. Additional studies in computer science (Berkeley) and management (Harvard) complemented his education. He is an associate professor for University of Maryland. Wolfgang has over 30 years of experience in product innovation and design thinking. He holds quite a few important patents in medical device technology. In 2009 he met Philipp Fries in Shanghai and together they created JungleFish.
