INTRODUCTION

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金鸡品客-泉水青团

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ARTDIRECTOR:Micheal Yi / Walter Tao

DESIGNER:WalterTao

YEAR:2022

CLIENT:JinJi Pin Ke

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用“ IP”打造产品的强感知符号印记诠释和演绎产品的最大优势。

金鸡品客做为地域烘焙行业引领品牌，青团销售逐年增加，希望通过对产品优势提炼，在当地消费者心智留下强印记符号并且与竞争对手形成区隔！梵智梳理产品资产，挖掘泉水青团的产品概念，突出好青团泉水做的品质优势，抢占心智认知，通过强感知的内容+视觉，打造节令明星产品。借助泉水和青团ip形象的打造，以可视化形象生动诠释产品价值感、品质感、在消费者心智留下好奇、有趣和吸引力，并且在终端的氛围上营造强购买欲望。

品牌将产品与传统的端午节文化相结合，以创新和独特的方式呈现，吸引了消费者的注意。这种视觉突破在市场竞争中能够帮助品牌脱颖而出，赢得更多消费者的喜爱和关注。通过强化产品感知和IP形象的核心视觉，成功地激发了消费者的购买兴趣。同时，该产品在烘焙界的创意和在端午节市场上的视觉突破使其具备了差异化竞争优势。

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Using"IP" to create a strong perception of the product's symbolic imprintto interpret and deduce the product's greatest strengths.

As a leading brand inthe regional bakery industry, Jinji Pink, whose sales of green dumplings areincreasing year by year, hopes to leave a strong imprint in the minds of localconsumers and differentiate itself from its competitors by refining theadvantages of its products. By refining the advantages of the product, we hopeto leave a strong mark in the minds of local consumers and differentiateourselves from our competitors! Fanzhi sorted out the product assets, exploredthe product concept of spring water green dumplings, highlighted the qualityadvantages of spring water made of good green dumplings, seized the mentalcognition, and created a seasonal star product through the strong perception ofthe content + visual. With the help of spring water and ip-image creation, thevisual image vividly interprets the sense of value and quality of the product,leaving curiosity, interest and attraction in the minds of consumers.Attractive, and in the terminal atmosphere to create a strong desire to buy!

The brand combines the product with the traditional Dragon Boat Festivalculture and presents it in an innovative and unique way to attract consumers'attention. This visual breakthrough can help the brand stand out in the marketcompetition and win more consumers' love and attention. By reinforcing the corevisual of product perception and IP image, it successfully stimulatedconsumers' purchase interest. Meanwhile, the product's creativity in the bakingworld and visual breakthrough in the Dragon Boat Festival market give it acompetitive differentiation advantage.

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