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  • 徽六

    PUBLISHED ON 09-27-2018

    品牌背景
    徽六,作為安徽省六安瓜片茶業股份有限公司旗下著名六安瓜片品牌,自創立以來,企業就以打造中國茶產業的頂級品牌為己任,采用徽六高標準、高要求的制作工藝精制名茶。作為“中華老字號”企業,公司秉承和發揚了其優秀的傳統,并以其一脈相傳的百年工藝詮釋“中國禮 徽六茶”的文化底蘊。

    面臨的問題
    安徽是茶資源大省,名茶頗多。著眼于全球化市場發展戰略帶來的機遇,在眾多茶品牌中,徽六原有的品牌識別嚴重老化,簡單的茶壺元素設計,不能凸顯徽六在茶行業的顯著地位。如何提高徽六品牌知名度,體現徽六在茶行業的歷史地位,以及增加消費者對徽六品牌的認知顯得尤為重要。面對這些需要,調整部署新一輪的品牌戰略,通過圍繞品牌形象設計理念、包裝設計,以創建自己的品牌個性,使其在同行業脫穎而出。

    品牌形象設計理念
    “徽”即安徽,“六”象征六安之地、天地六和。徽六,巧妙地將送禮的吉祥喻意與本身特有的地域文化特色相結合,充分體現其雙重含義。中國“六”字為一大禮數,為強化徽六品牌記憶點,新的形象以“六”字為設計出發點,“六”在中國本身有“吉祥、順暢”之意。六邊形的罐型,集安徽當地六大文化元素,匯天地六和之美的韻意,高度凸顯徽六在茶行業獨有的文化底蘊。




















    包裝設計

    由于線上消費的興起,品牌需要打開年輕人的市場,為滿足其在電商環境中的消費習慣,凸顯自身的產品形象,因此,包裝以年輕化的概念設計面向受眾,罐身圖案設計,以六邊形為框架,結合徽州六大標志性文化元素:松、鶴、塔、亭、馬頭墻、水庫,簡約現代的造型配以傳統的中國山水畫元素,風格自成一派。整體包裝視覺統一而獨特,即體現了六安瓜片悠久歷史的傳承,也將品牌深厚的文化底蘊與現代時尚元素巧妙融合。


















    品牌延伸

    2012年,面對茶行業品牌大浪淘沙的環境,徽六需要一款明星產品,來承載自身品牌文化高度,從而進一步提升徽六品牌形象,因此,我們幫助其打造了一款明星產品——“潛香,潛香是一款高端禮品茶,命名源自花雖未開先含香,潛心而致情意濃。徽六茶人的用心而致,將上等好茶呈遞給顧客,傳遞著一份濃厚的情意。設計概念新枝上含苞欲放的花骨朵,不僅還原了茶原生原態的生長環境,將茶潛藏在花中,也喻意其由內而外的淡雅茶香。
















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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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