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  • 五谷磨房

    PUBLISHED ON 04-08-2017










    品牌背景


    五谷磨房食品集團有限公司,作為天然食補谷物行業的領導品牌,在全國兩百多座重點城市2000多家大型超市設立品牌直營專柜,2014年,榮獲“年度市民最喜愛的快消品牌”榮譽稱號。











    面臨問題


    由于品牌個性弱,視覺傳達不明顯,沒有自身應有的品牌獨特印記。因此,為了更好地與消費者溝通,增強品牌魅力,傳遞品牌“健康、天然、誠信、關愛”的品牌價值理念,需要有全新的品牌形象以及包裝設計來承載品牌背后的理念。







    品牌形象設計理念


    為解決五谷磨房原有品牌形象面臨的問題,全新的logo采用圖形標加中文字的組合形式,Logo的整體設計簡單而富有親和力。品牌形象設計由五顆谷粒以及兩棵枝丫相連的樹圍繞著微笑的符號展開,如同父母牽手為家人搭起一個充滿歡樂的家,傳遞的是關愛與呵護的品牌愿景,同時也寓意著企業的不斷成長,以及“以人為本”的經營理念。














    產品包裝升級


    隨著品牌形象的更新,五谷磨房的明星產品“益元八珍”包裝也全面升級,更名為“植物益生元八珍”,為了更好地將五谷“天然、健康、養元、產品材料多元化”的概念與設計相結合,包裝畫面采用健康天然的五谷原材料,搭配象征綠色生態的顏色組合,使包裝整體視覺呈現清新自然,終端陳列上與周邊產品相比,色彩突出,品牌整體調性表現充分。益元八珍產品新包裝一經上市,月銷售額突破3000萬元,并贏得一致好評












    五谷伴侶


    五谷伴侶作為搭配食用產品,設計思路以展現“原料新鮮健康、口感豐富美味”為主,通過增強整個系列的食欲感來提升消費者購買量。在視覺表現上,形成固定的構圖屬式,整體包裝風格延續益元八珍清新自然的風格。







    五谷專研系列


    “五谷專研系列”主要針對年輕女性做的一款高端產品,畫面以粉色為主,襯托年輕女性對美的高度追求,同時原材料的視覺處理也表現極為精致,與產品本身定位高度契合。







    春節禮盒裝


    “春節禮盒裝”以迎合中國傳統春節氣氛而設計,整體畫面設計也以烘托原材料的健康天然為主,同時增加禮盒元素的設計,使其節日氛圍更為凸顯。。







    食材原料包


    “食材原料包”主要采用透明食材材質,目的是為了更大面積向消費者展示原材料。綜合谷物色彩特征,外包裝色彩與谷物色系保持相對一致性,同時運用品牌圖標的元素構圖,使其更具整體性。






    空間-精品展柜設計










    五谷磨房-原料故事







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