醒狮山品牌形象设计
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项目名称 Project Name: 醒狮山品牌形象设计 Xin Shishan Brand Image Design

客户 Client : 南连科技农业 NanLian Agricultural Production

创作年份 Year : 2019.1

作品尺寸 Size : 285*210(h)mm

创意总监 Creative Director : 夏江南 Xia Jiangnan

艺术指导 Art Director : 黄福鹏 Huang fupeng

设计师 Designer : 毛建 Mao Jian

插图 Illustration : 龚超平 Gong Chaoping 

摄影 Photographer : 黄映华 Huang Yinghua

文案 Copywriter : 邱阳 Qiu Yang 

 

 

项目创作背景

Project Background

 

醒狮山扶贫项目产品,通过包装的营销方式帮助贫困农民更多地销售出产品,达成脱离贫困的目标。如何让消费者在收到贫困农民的产品快递时会产生同情心,并产生重复购买的欲望;因此,我们从消费者健康的角度输出了核心理念:“代购大自然的健康”,用信件的传统方式来传递温暖,用快递的包装设计来传达理念,用视觉的对话方式来销售产品。

 

Xing Shi Shan Poverty Alleviation Project,through packaging marketing to help poor farmers sell more products to achieve the goal of getting out of poverty. How to get consumers to empathize when they receive products delivered by poor farmers, and generate the desire to buy again; Therefore, we have exported the core concept from the perspective of consumer health: " Buy health from nature ", delivering warmth in the traditional way of letters, conveying ideas in the package design of express delivery, and selling products in the way of visual dialogue.

 

 

项目问题与解决方式

Problem Statement and Project Solution

 

如何为好的农产品找到销路,是我们思考的问题。在宣传与销售上,醒狮山抛弃了大规模渠道宣传及广告宣传,减少不必要的广告支出。充分利用现有的扶贫渠道及免费的电商渠道,进行销售。同时沉下心来,以匠心融入设计,通过产品与客户沟通,真正做到用匠人精神及匠心设计打动客户。

 

How to find a market for the right agricultural products is the problem we think about. In terms of publicity and sales, xingshishan abandoned large-scale advertising channels, reducing unnecessary expenditure. We make full use of existing poverty alleviation channels and free e-commerce channels to carry out purchases. Simultaneously, through communication with customers, we design with humbleness and ingenuity to truly achieve the spirit of craftsmanship and eventually move our customers.

 

 

创作过程 & 结果呈现

Creation Process & Result

 

1、以既节省制作成本又达到视觉效果为前提进行设计;

2、所有的物料均由农民亲手完成,更能传递人情味,例如产品说明(产地、种植过程、营养成份、存放方式、烹饪方法等)是由农民亲笔写给消费者的一封信;

3、接触产品的蔬菜打包带、包装塑料袋等均使用环保材料。

我们通过关注每一个细节,研究消费者的心理需求,继而给消费者提供了一个有用、有温度的设计,让他们感受到农民艰辛和真诚、食材的营养与健康。

 

1. Design is based on saving production cost and achieving visual effect;

2. All the materials are handmade by farmers, which can better convey the human touch. For example, the product description (place of origin, planting process, nutrition ingredients, storage method, cooking method, etc.) is a letter written by farmer themselves to consumers;

3. The vegetable packaging belts and plastic bags are made of environmentally-friendly materials.

 

 

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 the exhibition theme "Cultural Bay Area • Humanistic Design"?

 

2019年,中国贫困人口551万,其中农村人口约占91.5%,消除农村贫困依然任重道远,醒狮山扶贫项目品牌设计, 以设计的力量与温度,建立贫困山区到城市之间的符号,让扶贫不仅仅只是一句口号,而是让更多人一起参与其中,以微光来点亮扶贫路上的希望之光。

 

In 2019, there are 5.51 million poor people in China, of which the rural population accounts for 91.5%. There is still a long way to go to eliminate rural poverty. With the strength and warmth, the brand design of the Xingshishan poverty alleviation project establishes a symbol between the poor mountain area and the city. Poverty alleviation is not only a slogan. It allows more people to participate in it, to light people's hope on the road of poverty alleviation.