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  • 美麗健西湖牌牛奶品牌策劃設計

    美麗健乳業集團始創于1956年,總部位于浙江省杭州市。通過數十載的經營發展與兼并整合,公司現已成為“草、畜、乳”一體化、“產、供、銷”一條龍的綜合性乳業集團。
    美麗健西湖牌牛奶,杭城人割舍不下的情懷與想念,是一份老底子的記憶,伴隨著幾代杭城百姓的成長。巴頓品牌接受委托從品牌策略到包裝設計,提煉出廣告語“西湖往北半小時,生態牧場新鮮食”,設計結合西湖地圖與奶牛斑紋的創意,用更現代手法延續獨特的西湖魅力。

    所有事都是一件事:
    1、理解品牌本質,挖掘最大的品牌資產
    2、將西湖的符號嫁接到產品,打造超級符號
    3、全面構建品牌價值,打造品牌話語體系
    4、品牌策略與產品包裝全線升級

    • 客戶名稱 :    美麗健乳業集團
    • 服務內容 :    品牌策略、包裝設計
    • 創作日期 :    2018-04-27

     

     

    西湖牌牛奶品牌升級——超級地標喚醒超級品牌老杭城人的記憶里總會有這么一幕:每天清晨,準時提著小籃子去社區的奶點拎奶喝。

    記得那時都是玻璃瓶裝的,瓶口還蓋著牛皮紙,用細棉線纏裹起來的。喝完了總還舍不得,再舔舔瓶紙蓋,才舍得把牛奶瓶還回去。

    時至今日總有人仍放不下那份這記憶中的奶香味,懷念早已過去的生活。

     
    伴隨杭城幾代人成長,曾經家喻戶曉的西湖牌牛奶,這家擁有60余年發展歷史的杭州老乳企——美麗健乳業如今卻面臨著品牌老化的危機,面對其它強勢品牌的聯合競品矩陣,西湖牌牛奶如何在這片市場陣地中成功突圍?

    巴頓團隊經過詳細的市場研究,為西湖牌牛奶重新梳理品牌脈絡,溯源超級地標重新煥發品牌記憶,打造了全套的品牌戰略。

     

     

    將西湖的符號嫁接到產品,打造超級符號符號就是人們大腦深處的意識,是文化條件反射,是一個直接的、本能的反射捷徑,建立品牌就是建立符號。

    本次我們與美麗健集團的多次溝通中,其中對方不經意間的一句話引起了我們的注意。

     
    “西湖牌牛奶依托德清鳳山生態牧場與現代化加工基地,實現了離杭城僅36公里的供奶距離,為消費者提供優質的鮮奶。”“西湖三面云山一面城”,這一城便是杭城。

    而生態牧場離杭城這短短36公里的供奶距離,古有“唐朝李泌六井引西湖水”,如今是否可以再次借助西湖這一大地理地標的勢能衍射到產品,因為它不僅能被人立刻熟悉,還能讓人迅速了解其價值感。

    我們最終決定將西湖的地標符號嫁接到產品,以超級地標賦能產品。

    這一個符號嫁接,把西湖的符號嫁接給了西湖牌牛奶,把西湖的原力,杭城的原力注入了品牌內核,打造出了品牌超級符號。

     

     

    全面構建品牌價值,打造品牌話語體系什么是品牌價值?

    巴頓觀點:品牌價值=價值定位X知名度巴頓品牌設計團隊基于市場強需求,同時區隔競爭品牌,鎖定西湖牌自身優勢,提出西湖牌牛奶品牌的價值定位——新鮮+鄰距離。

    介以此結合品牌超級符號提出品牌承諾:西湖牌牛奶,24h營養新鮮派 建立“24h”時間量化符號,用于區隔和強化鮮牛奶優勢 ,強化與鮮牛奶核心價值及消費者自身相關訴求,從易記憶、易理解、易信任的3個維度鎖定西湖特有核心價值。

    巴頓品牌設計團隊尊重每一個消費者的內心情感訴求,并將之加以演繹。為此我們進一步建立了整個品牌話語體系:

     

     

     

    首先是產品的年輕化,其次才是品牌的年輕化品牌老化的根本原因是由于產品的老化,要使品牌年輕化,第一步首先就是讓產品年輕化,一切從產品入手讓品牌重新煥發生機。

    巴頓為西湖牌牛奶全面升級產品包裝,打造年輕化的形象。

     

     

     

     

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