利用海参and龙头的形象相结合，形象的表达海立信海参的品牌特点and产品价值，给消费群体高档、精贵的品牌联想，同时整体构成一个阴阳鱼的变型，表现海立信海参产调理、滋养的功效。
CASE STUDY · CanBrand
Hailixin sea cucumber trademark design
Hailixin sea cucumber trademark design · brand image planning
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Project overviewProject Overview
In May 2007, Hailixin sea cucumber trademark design commissioned CanBrand to deliver brand image planning. The visual direction was set by lead designer Shi Haibin after studying the context of seafood; the engagement delivered the full file set and implementation hand-over Hailixin sea cucumber trademark design needed, giving the brand a consistent identity with room to extend.
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Project showcaseProject Showcase
客户 海立信海参
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Period: 2007年五月 Client industry: seafood/food |
Scope of work: brand image planning Design team: CanBrand design team |
Jinan海立信海参连锁是Jinan著名海参连锁品牌，致力于打造Jinan人民自己的天然滋补品，十多年来受到广大消费者的厚爱和支持。在烟台、大连、长岛、日照等无公害海域拥有大型水产品生产基地和Jinanindustrial园区5000平方米海参加工工厂，引进国际一流的海参产品加工生产设备，获得“Shandong消费者满意单位”称号。
需求 DEMAND
海立信海参在Jinan场已经初具规模，改变原有形象的目的在于使消费群体更好的理解海立信海参的品牌理念，并向周边城市、省份拓展连锁。
方法 APPROACH
利用海参and龙头的形象相结合，形象的表达海立信海参的品牌特点and产品价值，给消费群体高档、精贵的品牌联想，同时整体构成一个阴阳鱼的变型，表现海立信海参产调理、滋养的功效。
Work ACHIEVEMENTS
改变形象之后的海立信海参连锁迅速在市场是进行拓展，成功吸引了来自河北、山西、河南、江苏、哈尔滨等地的加盟商，品牌影响力遍及全国大中型城市。
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Design approachDesign Approach
Hailixin sea cucumber trademark design的图形色彩字体，围绕seafood属性展开；Hailixin sea cucumber trademark design的辨识度and延展性俱佳。
Hailixin sea cucumber trademark design的brand image planning规范覆盖网格、色彩字体；组合禁用规则齐备，参照Hailixin sea cucumber trademark design示例执行不走样。
Hailixin sea cucumber trademark design的rollout场景贴合seafood实际，覆盖门头、大屏and公文；Hailixin sea cucumber trademark design自图纸到实物全程交底，Hailixin sea cucumber trademark design验收合格。
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Project valueProject Value
With the project complete, Hailixin sea cucumber trademark design owns a visual asset base covering brand image planning. Subsequent materials reuse the same master files, so the identity stays consistent across enquiries, campaigns and reviews, while long-term management costs are amortised.
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