全棉时代品牌标志
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项目名称 Project:全棉时代品牌标志 Purcotton Logo

客户 Client:全棉时代 Purcotton

创作年份 Year: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 gently treats every single inch of fragrance, 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

 

全棉时代自诞生以来,因为高品质的产品和环保理念吸引了大批城市中产粉丝,积累了良好的口碑。随着产品更新迭代,销售规模扩大,原来的品牌形象和传播不足以支撑品牌的快速发展,需要进行系统的品牌升级,向消费者以及社会公众更直观地传递品牌,也希望构建一个真正有影响力的品牌,让“全棉改变世界”的愿景影响更多的人。

 

Depended on its high-quality products and environmental friendly principle, Purcotton has arrtacted a large number of urban middle-class fans and earned its reputation. Along with the product iterations and the expansion of sales scale, the original brand image and communication are far from enough to support the rapid development of the brand. It is necessary to upgrade the brand systematically to deliver the brand value to the public more intuitively, and to build a truly influential brand that shares its vision of “Pure Cotton Changes the World” to more people.

 

 

创作过程 & 结果呈现

Creative Process & Result

 

全棉时代的核心竞争力来源于原材料、医疗背景和全产业链,持续的增长动能则来自于“全棉改变世界”的品牌愿景,我们希望全新的品牌形象能够传达这些重要信息,与消费者达成共情,共建一个温暖的、值得信赖的、与日常生活息息相关的品牌。为此我们提出了“源于爱,忠于信 | TRUST FOR LOVE”的品牌主张,始于爱之初心,棉之初心,从一朵棉花到每件全棉产品,关爱每一个生活细节,信守每一个爱的承诺。爱与信,是我们与这个世界沟通的语言,也是通往未来时代的钥匙。

 

The core competitiveness of Purcotton comes from raw materials, medical background and the full-industry chain. The brand vision of “Pure Cotton Changes the World” continuously supports its growth. We expect the new brand image to convey these important messages to consumers, arouse consumers’ empathy, and shape a warm, trustworthy brand that is closely related to daily life. Therefore, we put forward the proposition of “Trust for Love”. Purcotton starts from love, starts from a single cotton to a single cottom-made prodct, taking care of every life, living up very promise. Trust and love are the the language we communicate with the world, and the key to the future.

 

 

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。我们为全棉时代塑造的品牌形象,犹如全棉的精神,用每一件全棉制品, 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,见证温暖的力量在岁月中闪光。全棉时代以朴实而丰盈的理想和价值观,影响一代又一代人,呵护我们共同的未来!

 

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. The brand identity we designed for Purcotton is in line with its barnd spirit which is use every picece of cotton product to treat every single inch of life with tenderness, take care of every life whether ordinary or great, and witnesses the power of gentleness shining along with time. The simple yet rich ideal and value of Purcotton affects generation after generation, and cares for our shared future!