JD Hommy-Brand/Packaging Case

Client：JD-Hommy

Service Categories：Brand design | Product serialization design | Product landing follow-up | Packaging design

Year：2020

客户：京东佳佰

服务内容：品牌调性设计 | 产品系列化设计 | 产品落地跟进 | 包装设计

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Background: Hommy，JD's own brand, was founded in 2015, which means "home and life". It is designed to provide high-quality homes for new middle-class consumers who love life and enjoy home life, provide life inspiration, and create a sense of design and security. and comfortable home space. This project is the entire brand case of the home series for it, including series tonal planning to product/packaging design.

Over the past few years, China has seen a surge in young consumers’ interest in domestic brands and products that incorporate Chinese traditional style and culture, a trend known as “guochao”.As “Guochao” becomes more and more popular with young people, I thought of using the new “Guochao” way, with more individual and youthful designs to help the brand upgrade.

项目时间：Year 2020

项目背景：京东自有品牌——佳佰，创建于2015年，寓意“有家有生活”，专为热爱生活、享受居家生活的新中产消费者提供品质居家，提供生活灵感，打造具有设计感、安全感和自在感的家空间。这次项目就是为佳佰品牌做的家居系列的品牌全案，包括了系列调性策划到产品/包装设计。希望将传统的家居产品通过视觉升级，来重塑品牌从而吸引年轻受众。

过去几年里，中国年轻消费者对融合了中国传统风格与文化的国产品牌和产品的兴趣激增，这一趋势被称为国潮。

随着国潮越来越受年轻人的欢迎，我想到了用新国潮的方式，用更个性和年轻的设计来助力品牌升级。

提案①:极简大字

提案②:港式复古

提案③：传统古风

After two proposals, three series of proposals' selections, customer chose the series ① "minimalist character"as the tone of this series ,and extended it to a series of products such as paper towels, formaldehyde removal spray, formaldehyde removal paste, charcoal packs and so on. After product selection, series tonality control, product/packaging design, color matching, etc., it was finally launched. This complete design-production process has benefited me a lot.Thanks a lot for this cooperation.

经过两次提案，上述三个系列的方案挑选，最终客户选择了提案① “极简大字” 作为这一国潮系列的调性，

并希望将其延伸至纸巾、除甲醛类目产品等一系列家居的产品上。经过了层层选品--系列调性把控--产品/包装设计--打样--大货生产等过程后，这一系列产品最终面市了。非常感谢这次的合作，让我受益良多。