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  • ICAN

    PUBLISHED ON 08-16-2016


    背景


    廣州愛兒健嬰童用品有限公司是一家專注嬰童服裝市場的民營企業,其業務遍布全國。2014年雙方再度攜手,共同打造全新童裝潮牌ICAN,將其定位為一個有態度的少童服裝品牌,宣導正能量與個性自信。通過品牌形象、卡通IP形象、動畫短片及終端形象的整體呈現,打造全方位的品牌體驗,閃亮登場。










    挑戰


    新品牌的核心消費群為七零、八零后的父母,這部分群體對兒童著裝個性的理解正在發生改變,對品牌主張也更為重視。ICAN作為全新的品牌進入市場,需要尋求其獨特的品牌主張,從品牌的視覺表現更貼近這部分傾向于個性、時尚的消費群體。


    通過對ICAN品牌名稱的發揮,打破傳統選用“半命題”的設計方式,空白對話框可以填充任何品牌話語,也象征孩子樂于自我表達 “能創造無限可能”的宣言。





    結合目標受眾,我們為其提煉相應的價值觀,以“I can be anything”為品牌理念,提出“勇氣、夢想、堅持”的品牌精神,并衍生出相應的精神符號。





    以ICAN字母分別命名的Izzy、Carl、Ava與Neo四個卡通人物,賦予其生動的人物個性和故事性,且與品牌精神相呼應。







    為了更好的傳遞品牌形象,我們為ICAN策劃編制了品牌動畫短片,以簡單有趣的故事情節,直觀的表現出卡通形象的人物特點,加深受眾對ICAN品牌主張的理解和印象,為日后的IP產品研展建立基礎。






    新的終端系統延續品牌調性,以loft工業風格打造了個性時尚的童裝銷售空間,街頭場景式的組合貨柜與中島設計增加了空間的童趣與隨性,天花CARL的卡通頭像與立體公仔令人一見難忘,顧客在其中感受到朝氣、活力、時尚與街頭玩味,突出品牌在同類市場的競爭差異性,為品牌帶來全新的視覺感受與完整的空間體驗。




















    ICAN童裝品牌于2015年對外發布,全方位的品牌體驗體現了高度的統一性,為童裝潮牌風格找到突破口,成功進駐市場,同時拉開市場差異,引起經銷商與消費者關注,亦受到業內人士的廣泛好評。



    攝影師:李勇明






    1234...7
    粵ICP備13048966號-1 靳劉高設計(深圳)有限公司
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