DENG behind UJUAL
Light in chinese
Before it was born, UJUAL was called DENG, a word that means 'Light' in Chinese. The purpose of the name was to bring clarity and innovation to the world of everyday products.
The aim of DENG was to light the way towards a future where design and functionality converge, reflecting the brand's commitment to making products that are both highly innovative and minimalist.
The name Deng originated from my Chinese nickname, 灯灯 (Deng Deng), which initially came about from my name, Khaled. The last three letters of my name are LED, so my friends found it amusing and practical to call me Deng Deng.
What started as a joke among close friends also resonated with me, as it became effortlessly memorable for others. Additionally, introducing myself as Deng Deng proved convenient; if someone struggled with my Chinese pronunciation, I could simply gesture towards a light and explain that my name resembled it.
When I began developing products, DENG quickly came to mind as the ideal name.
The name I had for my graduation project
The name Deng marked the culmination of my graduation project, which enjoyed tremendous success among visitors to the museum. The student projects were showcased in the museum of Central Academy of Fine Arts, which is one of the most prestigious art and design university in Asia.
Having approximately 100,000 visitors in two weeks as well as receiving a design award for Deng, was immensely gratifying. Teachers and experts alike encouraged me to further develop this project due to its evident potential. However, I realized that while I had invested ample time in the project itself, I had neglected the branding and its underlying mission.
It was a turning point—a moment that signaled the end of Deng and the dawn of something new, something that would authentically reflect the mission I aspire to achieve with my products and the emotional resonance I aim to evoke in their users.
In 2024, the brand name DENG became UJUAL: a name that represents the brand's mission: "Elevate the usual."
UJUAL is more than a new brand name; it is a reflection of the relentless pursuit of efficiency in everyday living. Our mission is to create innovative products that seamlessly blend into the lives of those who demand more — more Ambition, more Productivity, more Sustainability, more Creativity, more Progress.
