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万和,回归万物本源和学问跨界的渗透

万和,回归万物本源和学问跨界的渗透

万和VANWARD

  • 项目类型:品牌服务+展示空间设计
  • 项目面积:400m?
  • 完成时间:2019年4月

由于万和原先市场主要集中在四五线城市,以乡镇为主,品牌溢价能力不高,渠道拉升,提升溢价值,拉升品牌高度迫在眉睫。大家通过回归万和本身,并根据品牌的“和”学问,提出回归万物本源,即 MIXONE 万物融合,相融相生的概念。继而,在终端,以更深层次、高端化的场景推进,并植入厨房学问。通过场景化营造,当客户进入空间时,能更直观刺激客户需求,使其停留。当人置身于特定空间之中便会自然地与自身联系,产生遐想,而这样的代入行为会使其沉浸其中,从而产生消费,这是品牌运营的关键也是大家设计的目的。要树立深入人心的品牌形象,让它有区别于同类品牌的特性,学问是重点。设计师根据品牌所处地域——广东,为品牌植入“粤境”概念,渗透养生的粤式烹饪方式。将当地的饮食学问巧妙融入设计当中后,打造出品牌特有的粤式餐饮学问,也将万和的品牌价值和特色深深植入到消费者心中。


Since the original market of Wanhe was mainly concentrated in fourth-tier and fifth-tier cities, mainly towns and townships, its brand premium ability was not high, and it was extremely urgent to promote the brand height through channels and excessive value. By returning to Wanhe itself and according to the "he" culture of the brand, we put forward the concept of returning to the origin of everything, namely MIXONE, the concept of the integration of everything and the generation of all things. Then, at the terminal, it is promoted with a deeper and high-end scene and implanted into the kitchen culture. Through scenario-based construction, when customers enter the space, it can more intuitively stimulate customer demand and make them stay. When people are placed in a specific space, they will naturally connect with themselves and generate reveries. Such substitution behavior will make them immersed in it and thus generate consumption, which is the key to brand operation and the purpose of our design. To establish a brand image that is deeply rooted in the hearts of the people, so that it is different from the characteristics of similar brands, culture is the key. Designers according to the brand location - Guangdong, for the brand implantation of "Cantonese" concept, penetrating health cantonese cuisine. After skillfully integrating the local food culture into the design, the unique Cantonese food culture of the brand is created, and the brand value and characteristics of Wanhe are deeply implanted into the hearts of consumers.




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