“掌护”是一个专注于医疗器械行业的品牌，
本次品牌升级的重点为明确针对母婴人群的市场定位，彰显人文关怀。
经过前期的品牌战略梳理，从品牌理念中提炼出“爱”一字并取其中文拼音“ai”，
将品牌英文名从“AICARE”转化成“aicare”，
旨在从强调人工智能(AI)转化成针对母婴人群的关爱(ai)。
在品牌标识的设计中提取了字母A作为创作源点，
利用正负形关系将父母拥抱孩子的画面融入字形里，
整体视觉效果简约而不简单，强调品牌理念之“关爱与呵护”。
全新推出的儿童系列产品在包装设计的过程中加入了俏皮的插画元素，
重视色彩配套，遵循视觉效果一体化的设计原则，更贴合母婴人群的消费需求。
经过本次品牌形象升级，我们刷新了消费者对品牌的认知，
将认知优势转化为市场优势，成功使产品销售量产生了飞跃性的提升。
"AICARE" is a brand that focuses on medical device industry. The core of this brand upgrade is to clarify the market positioning shift towards mothers and babies, through demonstrating humanistic care.
At strategic development phase, the word "love" was extracted from brand essence and its Chinese pinyin "ai" was used, transforming AI (artificial intelligence) care to ai / “love” and care with a meaning.
In the design of the brand logo, the letter A is extracted as the creative source, with a positive-and-negative shape used to bring out the image of parents hugging their children into the font.
The simplistic yet not simple approach of visual treatment has reinforced their brand belief of “love & care”. With a brand new illustration elements and combination of colors applied onto the latest children facial mask product line, it has perfectly catered the needs of their target audiences.
Consumer’s perceptions have been refreshed towards the brand, and it has led to positive market performances as well as cognitive differentiations.
