重塑经典 | ROCO 若可品牌升级


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我们接到 ROCO 的品牌升级委托是 2018 年,经过一年的合作,若可品牌的新形象已如我们当初预想的那样:升级为一种更经典的形象,并获得了粉丝们的好评。

We received ROCO's brand upgrade commission in 2018. After one year of cooperation, ROCO's new image of the brand has been as expected: it runs in a more classic image and has won praise from the market.






| 品牌优劣势分析


在做品牌升级工作时,第一个步骤是彻底的了解用户需求(是深层的心理需求,不是表面的),然后,我们要确定产品的性价比是否可以满足这个需求。


我们开了三次盲测试吃会,购买市面上不同品牌的蛋糕甜品,和若可的产品一起,让大家试吃。测试的结果让我们很有信心,ROCO 产品的口感、甜度、原料新鲜度、造型都比其他几家更好,ROCO 的产品是有优势的。


When the brand is doing brand upgrade work, the first step is to find the strengths and weaknesses of the brand.

We opened three blind test dinners and bought different brands of cake desserts on the market for everyone to try. The results of the test give us confidence that the taste, sweetness, freshness and shape of ROCO products are better than those of other products. ROCO products have advantages.



但是,当时的市场评价中,其他几家甜品品牌却是优于 ROCO 的,通过对品牌形象、市场、竞品以及目标消费群的调查分析,我们发现 ROCO 品牌当时的形象不足以传达 ROCO 集团工作的真实情况,即:努力用最好的原料和技术为消费者提供“纯净、美好”的产品。


However, in the market evaluation at the time, several other dessert brands were superior to ROCO. Through the analysis of brand image, market, competing products and target consumer groups, we found that the image of ROCO brand at that time was not enough to convey the ROCO Group. The real idea is to strive to provide consumers with “pure, beautiful” products with the best raw materials and technologies.






| 升级策略制定


聚品牌升级工作的第二个步骤是找到品牌的核心概念。

根据分析,我们发现 ROCO 品牌形象没有一个清晰的核心概念。



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升级前若可logo


例如:选择橙色系是为了突出“芒果”这一产品的甜品属性;用平实粗壮的品牌字体是为了和一线的网络科技公司看齐;杂乱的 LOGO 组合是为了应对在头像、包装、海报、门头上的多场合应用。


The second step in brand upgrade work is to find the core concepts of the brand.

Based on the analysis, we found that the ROCO brand image does not have a clear core concept. For example, the orange color is chosen to highlight the dessert attributes of the “mango” product; the plain and strong brand fonts are in line with the first-line network technology companies; the messy LOGO combination is in response to the avatar, packaging, posters, and doors. Multiple occasions on the application.



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升级前若可的部分形象应用


这些零碎的需求,导致品牌形象难以快速传播,不够清晰有力,从而造成品牌的信息颜值较低端,难以被喜爱和传播。

通过头脑风暴会,我们重新梳理了 ROCO 的品牌基因,制定了升级策略:将 ROCO 品牌的经典与美感作为此次设计的出发点。


These fragmented demands make it difficult for the brand image to spread quickly, and it is not clear enough and powerful, which causes the brand's information to be low-end and difficult to be loved and spread.

Through brainstorming, we have reorganized ROCO's brand genes and developed an upgrade strategy: the classic and aesthetic of the ROCO brand as the starting point for this design.



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若可品牌基因梳理






| 品牌设计过程



ROCO基因的提炼得到了若可公司的肯定,之后,我们又和若可团队一起确定了若可的新 slogan:

“ 每个美好的故事里都有若可 | Life is sweeter with ROCO ”将ROCO的经典与美好,传递给更多的人。


First, we have determined the new slogan

“ Life is sweeter with ROCO ”

I hope to pass on the classic beauty to more people.



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我们相信,经典即未来,设计应该将更加关注经典的体验,而不只是学着赶时髦。这种信念驱使我们去寻找更加经典的字体设计,尝试设计出品牌字形的恒久之美。


We believe that the classic is the future, design should pay more attention to the classic experience, not just learning to be fashionable. This belief drives us to look for more classic typography and try to design the long-lasting beauty of the brand's glyphs.



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针对不同西文字体的选择和研究


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若可logo草图研究


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若可logo字形的细节调整


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若可字形的标准制图






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升级后的若可logo


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若可品牌标准色







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若可品牌logo升级的前后对比







| 品牌物料


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餐具设计


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标签及卡片设计


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手提袋设计


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瓶贴设计


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纸杯设计


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面包袋设计


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蛋糕包装盒设计


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丝带设计






| 品牌形象在移动端的应用


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| 品牌形象在空间中的应用


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今天,我们品牌的设计师也都成为 ROCO 的忠实客户,

我们所做的一切也让我们自己获得了不一样的体验。

Today,designers of JU-brand have also become loyal customers of ROCO.

Everything we do also gives us a different experience.


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