GAOYEA Branding Design | 高爷家品牌设计方案

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©️GAOYEA 高爷家，是一枚兢兢业业的铲屎官以陪伴自己10年的猫咪“高爷”命名创立的国产猫粮品牌，在“爱猫又懂猫“的专业态度和“高肉·高蛋白”的超强产品力加持下，从众多猫粮品牌中脱颖而出，同时也在市场上得到了大量不错的反响。在高爷家创立的第三年头之际，终于迎来了第一次品牌视觉系统升级。而DXD工作室的成员们，每个人在日常生活中都是重度吸猫患者，其中更是不乏高爷家的忠实粉丝，因此能够有幸参与这次的品牌升级对我们来说无疑是一场惊喜和挑战。

©️GAOYEA Gao Ye Jia is a native cat food brand founded by an ailurophile who has a cat named "Gao Ye" and accompanied him for 10 years. It stands out from many cat food brands with a professional attitude of "love and understand cats" and "high meat and protein", and also received massive good feedbacks in the market. It is finally get the first upgrade for the brand visual system in the third year since the brand established. As for the members of the DXD studio, everyone is a cat lover in their daily lives, and they are also a bunch of huge fans of the Gaoye family. Therefore, it is undoubtedly a surprise but also a challenge for us to be participate in this brand upgrade.

多年的养猫经验告诉我们，选择某品牌猫粮之前对其配方成分做充分的科学解读，是必不可少的功课。配方是否健康合理，是消费者们购买猫粮最重要的考量标准，而“成分为王”亦是高爷家一直以来的产品策略。我们从中获取灵感，把“配料表”作为贯穿整个品牌视觉始终的视觉元素，让不起眼的成分表格来到本该属于它们的位置，“成分党”再也不用拿着放大镜在猫粮包装上苦苦查找成分配比。顺着这个设计思路，我们与高爷家一同摸索并构建了这个全新的 ©️GAOYEA。

Years of experiences in raising cats tell us that it is an indispensable work to do a full scientific interpretation of the ingredients of a certain cat food brand before we choosing it. A healthy and reasonable formula is the most important consideration and standard for consumers when they make purchase decisions and "Every Ingredient Matters" is always the important product strategy of Gao Ye Jia. We took the inspiration from it and use the "ingredient list" as a visual element throughout the brand's vision, to make the ingredient list back to where they belong. And those people who focus on the ingredients no need to check the ratio so hard when they get this product. Along with this design idea, we explored and constructed a brand new ©️GAOYEA together with the Gao Ye family.

高爷家本次的品牌升级并非单纯为了迎合新消费品市场的审美而做出的决定，其本质上是与用户们进行一次打破常规的对话，也是更直接的核心价值表达。区别于以往对产品功能性的强调，高爷家倾向让消费者们能够更多的聚焦在宠物食品的配方上。吸引更多懂猫、爱猫的志同道合的铲屎官一起加入这个温暖的大家庭。

The brand upgrade of Gao Ye Jia is not a decision made purely to ingratiate itself with the consumers, it is actually a new way of conversation between the brand and its customers to express its brand values. Gao Ye Jia tends to lead consumers to focus on formulas more than functions. We want to attract more cat lovers to join this warm family.