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  • 獐子島

    PUBLISHED ON 06-20-2016


    獐子島集團股份有限公司(深交所上市編號002069)是國家重點龍頭企業,擁有以蝦夷扇貝、海參、鮑魚、海膽等海珍品為主要產品的完整海產品產業鏈。


    2014年,靳劉高設計成為獐子島集團品牌戰略合作伙伴。立足于全球化市場戰略發展帶來的改變,面對品牌需要走向國際平臺的需要,調整部署新一輪的品牌戰略。圍繞“生態、品質、可持續”的品牌核心價值,全面更新了獐子島品牌形象。品牌形象更新、產品規劃與包裝、空間設計、廣告形象片、微電影,全方位打造針對顧客的品牌體驗,將品牌理念滲透至消費者接觸的每個環節。

















    Brand Identity System| 品牌識別系統


    在品牌形象中,以山海動態的形式,展現企業勇立潮頭、奮勇拼搏的態勢,與積極進取的企業文化一脈相承。在海洋食品形象中,輔以一貫使用的紅色,保留消費者印象,又能使其在包裝上有鮮明的印象。
















    Product Strategy Packaging| 產品規劃與包裝設計


    重新梳理規劃百余個產品,按消費者使用習慣,重新定義消費族群,劃分為三個消費族群,針對家庭主婦的“料理族”,針對喜歡嘗鮮的白領“新鮮族”,針對熱衷零嘴喜愛群體活動的“分享族”,在包裝上形成消費引導,更利于消費者選擇適合自己的產品。



















    Retail Space Design| 終端設計


    全新品牌概念店,針對獐子島海洋食品全品系,規劃了一站式海產購物,針對時代消費趨勢,打造互動式海鮮試食體驗,在愉快的體驗中完成消費,亦能通過實際的體驗,達成線上購買,實現O2O環節的打造。







    2014年全球漁業博覽會青島場的展會設計



    2015年漁業博覽會布魯塞爾的展會設計











    Brand Spreads| 品牌傳播


    作為集團品牌傳播的總創意規劃,從企業使命、傳統精神及顧客體驗的角度,多緯度塑造獐子島品牌核心價值“生態、可持續發展、品質”。與合力映像合作,監制了廣告片、微電影系列、科普小短片,傳播品牌背后的故事。講述品牌科研成果與技術支撐的《耕海》系列,根據不同的傳播信息和品牌內容,分別提出表現品牌傳統文化與精神的《海與情》系列,以及針對消費人群、展現愉快消費體驗的《與世界享健康》。





    《海與情》預告片


    講述品牌背后的故事,以人物故事帶出品牌精神,每一個人性的光芒,每一個小人物的努力,構筑了品牌的力量。






    《耕海-海洋牧場》


    海洋是人文的,也是科學的。感性的力量容易感知,理性的科學數據也需要得到廣泛的傳播。耕海,用有趣的手法表現科學的力量,支撐品牌的堅實論據。






    《與世界享健康》


    用不同的影視手段去傳播,令品牌更人性化、立體化,促進公眾對它的理解,多緯度塑造品牌“與世界享健康”的理念。






    確立“與世界享健康”的推廣核心概念,從不同受眾角度去表現品牌的海洋愿景,使品牌更具親和力,更易被更多消費者接受。同時,亦將推廣與包裝結合,令品牌傳播滲透每一個消費者接觸環節。









    《靳劉高設計下午茶體驗篇》


    與獐子島的深度合作,也讓我們成為品牌的忠實用戶,為了親身體驗產品本身,我們在公司開展了一場海鮮下午茶,體驗美味。在人人都是傳播者的時代,為美味代言,傳播因由獐子島而發生的美好故事。







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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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