INTRODUCTION

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有家便利店

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ART DIRECTOR:Micheal Yi / Jojo Wang

DESIGNER: Liu Bi / Django / PP

YEAR:2023

CLIENT:UH

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有家便利店在2017年至2022年的五年间迅速扩张，门店数量超过700家，覆盖江西、湖北、湖南和广东四个省份。随着便利店行业进入鲜食竞争时代，能够占领顾客心智中的"鲜食"这个关键词的品牌将在市场中领先。

为此，梵智提出了"品质鲜食来有家"的口号，为有家便利店的品牌升级创建了关键的定位。这一口号强调了有家便利店致力于提供高品质的鲜食产品。同时，有家便利店也通过引入全新的品牌专属色——有家品质橙和有家鲜活绿，围绕品质鲜食来有家的品牌定位，创意设计了一系列品牌视觉符号。

通过这些升级措施，有家便利店更好地与新一代年轻消费群体进行沟通，并打造了年轻化的品牌形象。这些创意视觉符号不仅能够吸引目光，还能够准确地传达有家便利店的品牌定位和价值主张。

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U-HOMEConvenience Stores will expand rapidly in the five years from 2017 to 2022,with more than 700 stores covering four provinces: Jiangxi, Hubei, Hunan andGuangdong. As the convenience store industry enters the era of fresh foodcompetition, brands that can capture the keyword "fresh food" incustomers' minds will lead the market.

‍For this reason, Fanzhi has created a key positioning for the brand upgrade ofU-HOME Convenience Stores with the slogan "Fresh Food with Quality".The slogan emphasizes that U-HOME is committed to providing high-quality freshfood products. At the same time, by introducing the new exclusive brand colorsof U-HOME Orange and U-HOME Green, U-HOME Convenience Stores creativelydesigned a series of brand visual symbols around the brand positioning of"Quality Fresh Food Comes to Yujia".

‍Through these upgrades, U-HOME Convenience Stores better communicates with thenew generation of young consumers and creates a youthful brand image. Thesecreative visual symbols not only attract attention, but also accurately conveythe brand positioning and value proposition of U-HOME Convenience Stores.

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