全棉时代品牌形象
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项目名称 Project:全棉时代品牌形象 Purcotton Visual Identity

客户 Client:全棉时代 Purcotton

创作年份 Years:2017

创意总监 Creative Director:冯志锋 Franci Feng

艺术指导 Art Director:冯志锋 Franci Feng

 

 

项目创作背景

Project Background

 

区别于一般的快消产品品牌,全棉时代是一个与人们生活息息相关的全品类生活方式品牌。肩负着引领生活方式、改变世界的愿景,全棉时代愿用大自然的馈赠,缔造一份舒适、健康、环保的高品质生活,用温柔对待生活的每一寸美好,全心呵护人生每一段平凡与伟大,见证温柔的力量在岁月中闪光,这是全棉时代因朴实而丰盈的理想和价值观。

 

Different from other fast-moving consumer goods brands, Purcotton is a full-category lifestyle brand closely related to consumers’ daily life. With a vision of leading the lifestyle and changing the world, Purcotton uses the gift of nature to create a comfortable, healthy, environmentally friendly and high-quality life for its consumers. It treats every single inch of life with tenderness, takes care of every life whether ordinary or great, and witnesses the power of gentleness shining along with time. These are the ideal and value of Purcotton, which is full of simplicity and richness.

 

 

项目问题与解决方式

Problem Statement and Project Solution

 

随着现代生活节奏的加快,人们更加向往简单、自然的生活,消费升级语境下,我们使命是通过全新的包装设计,构建全棉时代在产品上传递的品牌调性,并充分体现产品的价值感,构建品牌核心竞争力,回归生命本质的渴望。

 

Living in a fast-paced modern life, people are yearning for a simple, natural life more than ever before. In the context of consumption upgrading, through new packaging design, our mission is to build the brand tonality of Purcotton, fully reflect the value of products, enhance the core competitiveness of the brand, and enable consumers to sense the essence of life.

 

 

创作过程 & 结果呈现

Creative Process & Result

 

为了让消费者能够明确、清晰地识别并记住品牌的利益点,驱动消费者认同、喜爱一个品牌,就要兑现给消费者最主要、最具差异化与持续性的价值。我们在全棉时代品牌愿景的指导下,我们通过逻辑重塑、匹配功能场景、进行未来发展规划,致力于充分体现产品的价值感,构建品牌核心竞争力。

 

It is necessary to deliver the most important, differentiated and sustainable value to consumers so that they are able to clearly identify and remember the brand values, moreover, to recognize and love the brand. In line with the brand vision of Purcotton, we are committed to fully embodying the products’ value and enhancing the core competitiveness through reshaping logic, matching functional scenarios and planing future development.

 

 

如何理解项目与“人文湾区 ∙ 温暖的设计”这一主题的关联性?

How does the project reflect to the exhibition theme "Cultural Bay Area • Humanistic Design"

 

我们始终基于“人”的角度思考与探索,人的感知力与敏感性也让我们与众不同,我们始终站在人与生活的立场上去设想、去实践更多的美好可能,为城市打造一个生活的理想国。项目通过充满生活美学的精神内核、美好生活和趣味生活的解决方案,来呈现拥有全新灵魂的新产品与新形象,倡导真我却有力量的生活方式,站在生活的立场上去设想与实践未来的美好想象。

 

We always think and explore from a people-oriented perspective. It is our perception and sensitivity that makes us different. Always putting ourselves in shoes of users and daily life senarios, we are able to conceive, practice more beautiful possibilities to create an ideal life. The project presents new products and images with a new brand soul through a solution full of life aesthetics spirit, fragrance and fun. It advocates a lifestyle that is true but powerful, which enables people to boldly imagine a better life and make it come true in daily life.