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勃元保健酒

养生保健勃元酒

项目背景:
       烟台市位于山东半岛东部,濒临黄海、渤海,是全国首批14个沿海开放城市和环渤海经济圈内的重要城市,烟台是国内保健酒的重要市场之一,烟台保健酒在本省内优势明显,据合效策划机构不完全统计,山东每年约有8亿元的市场容量,约占中国市场总容量的1/15。特别是在本地消费者心目中,保健酒已经成为了生活的一部分。?
       在烟台,消费者喜欢在餐馆、饭店等公共场合大规模饮用,并把消费保健酒当成简单易行的强身健体方式。烟台聚集了张裕三鞭酒、一柱天、御宝酒、神博酒、椰岛鹿龟酒、茅台不老酒、修元养生酒等多个品牌。但是在烟台,本地人更喜欢喝本地的保健酒,因此像在全国名声大噪的椰岛鹿龟酒、御宝酒等在烟台只火热了几天。

Project background:
       City Yantai is located in the east of Shandong Peninsula, near the Yellow Sea and Bohai, is the country's first 14 coastal open city and an important city in Bohai economic circle. Yantai is one of the most important market of domestic health wine, health wine has obvious advantages in the province of Yantai. According to the incomplete statistics of joint effect planning agency, Shandong has a market capacity about 800 million yuan every year, about one 15th of total capacity of China market . Health wine has become a part of life, especially to local consumers.
       Consumers like large-scale drinking it in public like restaurants in Yantai. They regard it as a simple body-building way. Yantai gathered several brands like Zhang Yusan whip wine, Yi Zhutian, Yubao wine, etc.. But in Yantai, local people like to drink local health wine, that’s why the national prominence wine last only a few days in there.

面临挑战:
       依山而生的烟台中圆酒业有限责任公司成立于1978年,现有员工500余人,占地面积30000余平方米。作为烟台酿酒行业的领军者,公司拥有行内一流的全自动生产线和产品检验仪器,引进美国海德能反渗透水处理设备,吸纳尖端酿酒人才,推出了三鞭酒系列产品。烟台三鞭酒相传系“南宋”宫廷御方,它融名贵药材、高粱酒为一体,与现代的技术工艺配制而成。药香、酒香,相融相合,色泽艳丽、口感甜润、药借酒力、酒借药威、补血养颜、滋阴壮阳、益气补肾、气血贯通,从根本上调理增强机体免疫力。可以说是即有保健功能,又有养生功能。保健养生酒是区别于普通白酒的,从名字上来看,更需要突出其功效活原料,如劲酒和三鞭酒。对于此次命名来说,让消费者看到名字就能知道这款酒的功效是我们面临的问题。

Facing the challenge:
       Yantai Zhongyuan Wine Co., Ltd. was founded in 1978. The existing staff is more than 500 people. The plant covers an area of 30,000 square meters. As the leader of Yantai wine industry, the company has fully automated production lines, product testing equipment, and the introduction of USA Hai Deneng reverse osmosis water treatment equipment, absorbing tip wine making talents, launched three whip wine series products. Yantai three whip wine is said comes from "song" Royal Palace, it melts the rare medicinal herbs, sorghum liquor as a whole, made by modern technology. The aroma of the combination of herbs and wine, the beautiful color, the sweet taste and the medicine as well as the wine power skin nourishing could nourishing yin and Yang, invigorating qi and kidney, make qi and blood through and fundamentally regulate immunity. Namely has a function of health care. Health care wine is different from ordinary liquor. From the name of view, it should put more emphasize on the efficacy of live material. For the naming, it should allow consumers to know the effects of it from seeing its name is the problem we faced.

解决方案:
       “勃元”以产品内在功效出发,诠释三鞭酒为健康带来阳刚之力,精元之气,阳刚固以“勃”字展现,以“元“字表达产品丰富的养生特效;同时,”勃元”二字展现企业蒸蒸日上,充满朝气之意。
       用勃元做保健酒的名字,还可以完全区分于普通白酒,让消费者一听到这个名字就知道它的功效,同时勃元二字简单易记,便于品牌传播。
       据这些创意,先知设计团队对勃元的logo进行了设计,用遒劲的字体设计来展现功效,形象传播到位。

The solution:
       Interpretation of "Bo Yuan" expressed the intrinsic function of the product, which bring virility, “Bo” expressed the masculine features, "Yuan" expressed its rich health effects; at the same time, "Bo Yuan" has a significance that their business is on the upgrade and full of vitality.
       With name Bo Yuan health wine, it also can be completely distinguished from ordinary liquor, let consumers know its effect when they hear this name, at the same time, Bo Yuan two words are easy to remember and good for its brand communication.
       According to these ideas, Wevin design team has designed its logo with powerful font design to show its efficacy, has image communication in place.

Perspectives

京宫

京宫

  先知为京宫酒业的服务主要包括命名、物料设计、宣传品设计等。先知为其所做的包装设计具有古色古香的老北

华仕嘉命名

华仕嘉命名

先知通过与北京酒业有限公司全方位接洽之后,品牌策划部门立即作出反应,与之签订了包括品牌定位、中英文

Work


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