通过对阿胶industries的市场调研，CanBrand design team深度分析福胶集团在市场上得现有消费群体，挖掘其消费目的和心理诉求，将福胶集团的logo进行重新改良。
CASE STUDY · CanBrand
Fu Ejiao of Dong'e Town
Fu Ejiao of Dong'e Town · Packaging design
01
Project overviewProject Overview
In 2009, Fu Ejiao of Dong'e Town commissioned CanBrand to deliver Packaging design. The visual direction was set by lead designer Shi Haibin after studying the context of food; the engagement delivered the full file set and implementation hand-over Fu Ejiao of Dong'e Town needed, giving the brand a consistent identity with room to extend.
02
Project showcaseProject Showcase
客户 Shandong福胶集团有限Company
|
Period: 2009年 Client industry: food/health care |
Scope of work: Packaging design/logo refinement Design team: CanBrand design team |
Shandong福胶集团有限Company成立于1995年，由原Shandong平阴阿胶厂改制而成, with生产经营“福”牌阿胶及其系列产品为主业，集科、工、贸于一体，年生产能力达10亿元，是Shandong高新技术企业和质量明星企业，Jinan30家骨干企业之一，全国中药industries50强。
需求 DEMAND
福胶集团找到CanBrand design team，希望通过改良logo达到树立品牌形象，提高辨识度的目的，帮助消费群体理解企业文化and对上千年传统制胶工艺的传承。
方法 APPROACH
通过对阿胶industries的市场调研，CanBrand design team深度分析福胶集团在市场上得现有消费群体，挖掘其消费目的和心理诉求，将福胶集团的logo进行重新改良。沿用“福”字的基本元素和大红色色块，加之金丝祥云图案做底凸显传统风格和历史气韵。将“老字号”、“东阿镇”、“非物质文化遗产”等标签融入logo之中，满足消费群体的购物心理，吸引消费。
Work ACHIEVEMENTS
改良后的logoandpackaging一经推上市场就得到消费者的大量好评，标志元素更加契合福胶集团的文化理念和市场追求。传统文化符号的运用迎合了消费者对福胶传统工艺的良好印象，同时也传达了福胶集团对质量的追求和保证。
03
Design approachDesign Approach
Fu Ejiao of Dong'e Town的图形色彩字体，围绕food属性展开；Fu Ejiao of Dong'e Town的辨识度and延展性俱佳。
Fu Ejiao of Dong'e Town的Packaging design规范覆盖网格、色彩字体；组合禁用规则齐备，参照Fu Ejiao of Dong'e Town示例执行不走样。
Fu Ejiao of Dong'e Town的rollout场景贴合food实际，覆盖货架、礼盒and标签印刷；Fu Ejiao of Dong'e Town自图纸到实物全程交底，Fu Ejiao of Dong'e Town验收合格。
04
Project valueProject Value
With the project complete, Fu Ejiao of Dong'e Town owns a visual asset base covering Packaging design. Subsequent materials reuse the same master files, so the identity stays consistent across enquiries, campaigns and reviews, while long-term management costs are amortised.
05
Related projectsRelated Projects
START A PROJECT
If you need comparable work in logo, VI, packaging, wayfinding and exhibition space, or a cultural IP brand upgrade, send us your project brief — we provide an initial assessment and a scoping discussion free of charge.
If you have similar demands for logo, VI, packaging, signage or cultural IP branding, please submit your project brief. We offer free preliminary assessment and consultation.
项目咨询｜获取proposalsInquiry｜Get Proposal
