Take the sheep's intestines and wash them. Finely chop the lamb.
Finely chop the green onion, salt, soy sauce, ginger
Mix the minced peppers to make them salty and palatable, and serve as an enema. ”
The history of Chinese sausages is also very long, which can be traced back to Jia Sixian's "Qi Min Yao Shu" in the Northern Wei Dynasty, when the "enema method" was very close.
The way sausages are made today.
Take the sheep's intestines and wash them. Finely chop the lamb.
Finely chop the green onion, salt, soy sauce, ginger
Mix the minced peppers to make them salty and palatable, and serve as an enema. ”
The history of Chinese sausages is also very long, which can be traced back to Jia Sixian's "Qi Min Yao Shu" in the Northern Wei Dynasty, when the "enema method" was very close.
The way sausages are made today.
The Tianwei sausage brand began in 1988.
It was founded in the first city of the Yangtze River.
The reputation of Yibin City.
Gather the water of the three rivers and nurture the sparks of the Quartet
Gather the light of the front and spread the reputation of thousands of miles.
Over the past 35 years, Tianwei Food has been known for:
The people regard food as "heaven".
"Taste "safety first as the foundation of the factory, with pragmatic and honest management
Quality products won.
Loved by consumers.
The small sausages that we often taste in hot pot restaurants.
Most of them are from Tianwei Food Company.
For decades, Tianwei Food has always been committed to.
R&D and production of traditional pickled products.
But sausages are a relatively niche product category.
The main sales area is still in the Sichuan-Chongqing area.
At the same time, its brand image has also grown over time.
And slightly less modern and younger.
Therefore, Tianwei Food found the Limate team.
It is hoped that the overall image of the Tianwei brand will be upgraded.
At the same time, to its sub-brands.
The product packaging design is upgraded and iterated.
We believe that the first thing is to increase the brand memory and communication of the Tianwei logoIf the graphics do not accurately represent the name of the company.
and peculiar allegoriesIt needs to be explained and paraphrased.
In fact, it is not good for the spread of the logoTherefore, we have abandoned the previous graphics and created with a simple and personalized original font logo--- because sausages are traditional Chinese cuisine.
We also use the most historical Lishu for secondary creation when the font is creative, so that the font has a more historical sense of heaviness and is not lacking in the atmosphere of the times, the overall logo font comes from the traditional Lishu shape after the re-creation, the center of gravity is not high, not low, just right, the meaning of the palace to take Yan Kai, and spread out left and right, so that the font appears extraordinarily stretched and atmospheric (the picture below is a comparison of the old and new logo).
The next step is to re-imagine Tianwei's product packaging.
We also offer several different directions and ideas.
This includes strategies such as re-creating the IP image.
But because of the product packaging of Tianwei
After more than 30 years of precipitation
It has a very deep mass base
Its packaging design style is also deeply rooted in consumers
So, completely subvert the previous packaging layout
It is often difficult for Party A to accept it in its entirety
This is also a proposition that we often encounter when doing packaging design.
Unless we can provide a particularly clear set of brand positioning
Branding strategy and a whole set of marketing promotion methods
At the same time, we need to have similar success models
Either that, or we're very famous
Party A thinks it's not right if you don't listen to you
Otherwise, it will be difficult to really convince Party A
Especially the current products have been precipitated in the market for many years.
Their packaging will be imitated by competitors.
There was a significant increase in sales after imitation.
Because the people recognize this packaging design).
Therefore, it is more difficult to change Party A.
We can totally understand that.
It's like the packaging design of the old godmother.
In the past few decades, I believe that the old godmother has also looked for it.
Many design companies and consulting companies cooperate.
Packaging design modifications and upgrades have also been made.
However, the general design of Party A must not let the big move.
Because, subversive packaging design.
There is a lot of uncertainty and unknown.
And the price of uncertainty is a lot of businesses.
are not willing to take the initiative to try and take responsibility.
Therefore, the packaging design of Tianwei this time.
We optimize it on the basis of the original packaging.
Then there is the packaging design of Tianwei sausage.
It is a packaging style that has always adopted a large air permeability.
Because it looks better when the product is leaked.
And there is a good look.
Those who have been doing packaging design all year round are clear.
Large airspace is often the most difficult to design in bagged packaging.
Clause. 1. The elements try not to block the exposed product.
Second, the logo can generally only be placed in the upper left and right corners or in the middle of the top.
If the upper sealing part is only 30 mm.
Well, remove the 10 mm of the perforated part.
Only 20 mm of space to cast.
Clause. Third, add graphics or selling points in general.
Place in the lower left and right corners or in the bottom center.
As a result, the design is more limited.
Let's take a look at the old packaging design first.
About the brand positioning of Tianwei Food.
We combine our fist products with Tianwei's business theory.
Directly adopted a slogan said by their sales boss:
Small sausages, tasting the taste of heaven.
That's why this slogan is so good
The first is that the sausage is a direct indication of the category
At the same time, it reflects the category focus.
The three words Pintianwei contain the brand.
We say that any advertising slogan must include the brand name.
Then a character expresses the core of "the people take food as the sky".
At the same time, it is also an action, representing an action command, directing action
And the whole slogan is concise, easy to remember, and easy to spread
Here we also show a few directions of the proposal.
Direction 1: Strengthen the logo graphics to form repeated memories.
Direction 2: Thinking about e-commerce platforms.
We want the packaging design to be younger.
Therefore, a panda IP image was created, a panda IP with red body (including panda eyes).
to match the Tianwei brand and deepen the brand memory.
At the same time, increase interaction with consumers.
Direction 3: Because of the taste of sausages
Pickled products are traditional foods, so the third direction is to take.
The feel of the newspaper layout for creative design.
The design of this scheme wants to convey.
The temperature and humanistic feelings of the brand.
After many times of communication and coordination.
In the end, the customer decided to go with the original packaging.
Optimize and improve.
It's a bit of a frustration.
But now that the customer has decided to do so.
We need to go back without hesitation.
Take a good look at the details of the old packaging.
Look at what can be optimized and improved.
We summarized three points and made adjustments:
Detail 1: Replace the new logo
Detail 2: Remove cumbersome graphics.
Detail 3: Correction of Pantone color value of product specifications and layout.
The final packaging design is as follows:
The packaging design of the following gift boxes.
Album design for exhibitions, investment promotion, etc.
In addition to cooperating with enterprises to do a good job of building.
The position and size of the logo are determined, and we also carried out the overall design of the customer's corporate exhibition hall.
Sub-brands. Xuzhou flavor" packaging design upgrade.
Creative ideas: Yibin was called "Xuzhou" in ancient times, so the brand name of "Xuzhou Flavor" has its own inherent drama.
Therefore, we drew the traditional manual process of making sausages to express the sense of history and heritage of the product.
At the same time, in the decoration of the product name, we use the most representative Chinese plaque to set off the color, using yellow and blue.
It has a palace color and highlights a sense of history.
There are many cooperation projects with Tianwei Food, and at the same time serve its main and sub-brands, and most of the packaging designs of the products are large and transparent.
In fact, the difficulty is not small, for the main brand customers to insist on using the original packaging upgrade, we can fully understand, and also hope that in the details and process improvement can help the product packaging to improve some quality, the biggest change in the Tianwei brand upgrade should be the logo design and VI image part, as well as improve the design of the terminal material, and at the same time give Tianwei a strong slogan "small sausage, taste Tianwei", this slogan can be used for 100 years, because it is easy to remember, and it is easy to spread.
In terms of terminal materials and brochure publicity.
It also tries to reflect the potential energy and tonality of the brand in many exchanges with customers.
The Limate team has also grown a lot, thanks to the trust and support of Mr. Chen, Mr. Wang, and Mr. Liu, and I wish Tianwei Sausage a long performanceBrand upgrading
the end—
Limate believes that the product packaging.
The ultimate goal is to sell goods.
Keep selling, keep selling, keep selling.
Packaging design should consider shelf thinking.
It's not just about putting it on the supermarket shelves.
In the distribution channel, in the e-commerce platform.
Shelf thinking.
The package is also an information explosive package.
A creative package will make the product its own.
Sell yourself to consumers.
Packaging design can reduce the marketing cost of the product.
Improve the communication opportunities of the product.
Packaging is both a product and a medium.
Therefore, the Limate brand has been implemented.
The first step in product marketing.
Create supersale packaging.
Brand upgrading