BACKGROUND & TARGET
Meal replacement must be one of the consumer brands that have received the best attention in the past two years. The current epidemic has accelerated this trend. Healthy meal replacement foods have become the fastest growing food category on major e-commerce platforms.
Meal replacement must be one of the consumer brands that have received the best attention in the past two years. The current epidemic has accelerated this trend. Healthy meal replacement foods have become the fastest growing food category on major e-commerce platforms.
And 70% FULL-a seven-point full complex protein solid beverage is the latest new type of meal replacement launched by brightdairy, a trendy meal replacement for young people. Hope to use this new product to open up a larger market.
近两年关注度最好的消费品牌领域，代餐一定是其中之一。当下的疫情更是加速了这一趋势。健康代餐食品成为了各大电商平台增长最快的食品品类之一。而70% FULL 是光明集团推出的新型针对年轻人的潮流代餐。
IDEA & SOLUTION
Regarding the definition of meal replacement, "future food" , "fast food" and "fashion food",That's what 70% Full is all about.
We use the most concise graphics and high-saturation colors to create a light and fashionable feeling.
The different combinations of circles not only represent the ultimate abstraction of solid beverages, but also reflect the feeling of floating, lightness and rhythm.
The use of color can catch consumers' eyes at once, and it is also a visual feast that contemporary young people like and are willing to share.
关于代餐的定义，这其中包含「future food」即面向未来年轻人的科技食物，「fast food」即方便快捷的食物，「fashion food」即潮流食物。而这正是7分饱的品牌含义。
我们使用最简洁的图形与高饱和度的色彩，塑造出轻盈时尚的感觉。圆形的不同组合不仅代表极致抽象化的固体饮料，更能体现出漂浮，轻盈，律动的感觉。色彩的使用能一下抓住消费者眼球，也是当代年轻人喜欢并且乐于分享的视觉盛宴。
70% FULL - 七分饱复合蛋白固体饮料分六种口味，包含海盐芝士味/抹茶玄米味/拿铁咖啡味/伯爵奶茶味/蜜桃乌龙味/芒果酪酪味等。我们为不同的口味创建不同的色彩配比，来表现其特殊的口味特征。
