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  • 鹿啄泉

    PUBLISHED ON 04-19-2019


    目前中國家庭的主流飲水方式有三種:自來水燒開、桶裝水以及瓶裝水。三種飲水方式在不同程度上存在易污染、不便捷、不環保的弊端。隨著國民經濟水平提高,消費者對飲水的需求發生改變,消費者開始追求物質生活和精神文化的雙重享受,健康、身份、審美成為消費者關注的重點。















    《圣經·詩篇》有“我心切慕,如鹿切慕泉水”,象征鹿于泉如同美好事物于人;《魯山山行》有“空林鹿飲溪”,描繪一方寧靜祥和的景象。鹿啄泉,寓意健康長壽、寧靜美好、自由靈動。


    在此消費背景下,「鹿啄泉」從歐洲引進BIB(Bag-In-Box)領先技術,開啟新一代家庭飲水方式。盒裝水(BIB/Bag in Box),源自美國航天局,是對傳統桶裝水的全新升級。組合的包裝設計,單向出水,全程無菌,避免了積存污垢的飲水機、循環使用的塑料桶裝水帶來的二次污染。以“鹿啄泉”品牌符號為包裝創意靈感,上白下藍(品牌色:馬爾斯綠)的簡潔分割,形成“靈鹿飲泉”的空靈意境。






















    鹿啄泉的品牌定位是“家庭高端盒裝礦泉水”,致力于全方位打造高端精致的消費體驗。

    以此為出發點,我們為客戶設計了一款禮盒、一套水架、一份產品手冊,設計統一延續品牌色及品牌屬式,強化品牌印象。將插畫運用于禮盒內,增加品牌的文化感和體驗感。采用兩種材質,設計成兩款水架,面向不同審美偏好的消費人群。簡便輕巧的亞克力板,便于消費者輕松裝卸。























    通過市場走訪發現消費者對BIB知之甚少,更遑論去購買使用。那么如何簡單快速地向消費者普及產品,成為我們亟需解決的問題。

    文字,過于繁瑣;圖片,不夠直接;視頻,不便傳播。

    我們的解決辦法:GIF演示,場景帶入,高效傳播WHO(目標人群)、Where(使用場景)及How(使用方法)。




















    我們還為鹿啄泉品牌設定了一個呆萌可愛的吉祥物形象——“LULU”。

    并計劃制作一系列表情包,用以拉近品牌與消費者的關系,吸引新生代年輕消費群體購買。















    在辦公空間設計上,延續品牌現代簡潔、自然清新的風格,抽取LOGO中的“漣漪”圖形,使空間富有多層次的光感和流動感。由靳埭強先生親筆題書的“鹿啄泉”三個字是空間內的點睛之筆,水墨暈染,波紋流轉,意與境融合呼應。














    本文中,所涉及的創意策劃、拍攝指導、KV畫面等
    皆為靳劉高出品

    插畫師:Rafael
    拍攝團隊:「Eyework Studio諾亞大象」
    鹿啄泉品牌吉祥物形象合作插畫師:云厝







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