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  • 屈臣氏蒸餾水

    PUBLISHED ON 12-21-2015


    屈臣氏集團創辦于1828年,本為中國廣州的“廣東藥房”。1871年更名為屈臣氏公司。1820年皮爾森及李文斯頓在澳門開設澳門藥房,這家藥房就是屈臣氏最早的始祖。直到1871年屈臣氏才成為正式的商業品牌。1981年屈臣氏被和記黃埔集團收購,現今業務遍布36個地區,共經營超過7700間零售商店。













    品牌與包裝設計 


    在過去的100年間,屈臣氏供應蒸餾水給香港各大醫院及辦公室,當市民普遍飲用純凈水的年代,屈臣氏希望用新的概念來體現品牌在飲用水方面的權威性。他們請來劉小康先生,希望利用創意設計將飲水變成現代人時尚生活的一部分。水無色無味,無形象可言。為什么屈臣氏特別深入民心?一靠品質,二靠品牌。屈臣氏水占了香港市場的一半,但始終會面對競爭,所以要提升品牌形象。起初他們的水瓶和市場上其它水瓶大同小異,后來他們請英國公司設計新的品牌形象。字體的造型較新,但還是不夠力量。屈臣氏邀請靳與劉和之前的英國公司同時分別設計,兩家公司照樣付錢。根據市場調查,最后是靳與劉的設計勝出。屈臣氏的水有不同容量,容量較大的很難直接飲用,所以瓶蓋被設計成水杯,小孩子都很喜歡,據說有許多孩子沒這水瓶不肯上學。這設計一經推出,令屈臣氏蒸餾水市場占有率提升了20%。
















    屈臣氏百周年紀念


    屈臣氏百周年紀念,再邀請靳與劉設計周年標志及推出紀念裝。水瓶每月推出新的招貼紙,十二個月加起來成為一套。為提升品牌的文化品味,這些招貼紙都由著名的年輕設計師創作,每個月順次以Watsons Water里的一個字母為題,剛好湊成十二個月。另外,每個月會推出不同的副產品,如一月的雨傘,二月的毛巾等。系列引來搶購,并吸引媒體的廣泛報導。另外,又以此為主題,辦了展覽來推廣藝術,奠定了這個品牌的文化地位,提升了品牌的品位之余,推廣藝術也對社會有益。


    這個設計案例使屈臣氏在推動藝術的同時,將品牌的形象深入人心,當然品牌的商業價值亦得到提升。

















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    粵ICP備13048966號-1 靳劉高設計(深圳)有限公司
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