项目｜PROJECT：芝小满With cheese
策略｜strategy：贱贱、子晗
设计｜Design：十三、MOMO、小桃
渲染｜3D：章吉
年份｜Year：2022
芝小满是一家专注于芝士类目的烘培点心品牌，精选全球优质芝士原料，致力于为广大芝士爱好者提供一个解馋健康且多样的品牌。近年来，烘培行业不断涌现出许多各细分赛道的头部品牌，产品之间的博弈层次不齐。经过整合思考后，品牌决定通过品牌视觉将品牌形象及卖点传递给每一个消费者，由此整点彩蛋完成了芝小满品牌的视觉设计。
With cheese is a bakery brand focusing on cheese. It selects high-quality cheese raw materials from all over the world and is committed to providing a healthy and diversified brand for cheese lovers to satisfy their cravings. In recent years, the bakery industry continues to emerge many head brands of each subdivision circuit, the game level between the products is not even. After integrated thinking, the brand decided to pass the brand image and selling point to every consumer through the brand vision. Therefore, surprise studio completed the visual design of the brand.
开启设计之前，我们基于品牌核心卖点与品牌主理人进行了深度的讨论并进行分析，决定将品牌核心优势及卖点“芝士”做 为本次品牌视觉表达的第一层级，提炼“芝”字做为品牌及系列产品包装的核心视觉锤，并以“来芝小满，让生活有“芝”味”为品牌slogan，让消费者快速明确产品属性的同时，产生对品牌强有力的品牌记忆点。
Before starting the design, we had an in-depth discussion and analysis with the brand manager based on the core selling points of the brand. We decided to make the core advantages and selling points of the brand "cheese" as the first level of visual expression of the brand, and refined the word "Zhi" as the core visual hammer of the brand and series of product packaging.“To with cheese， Let life have "cheese" taste” for the brand slogan, let consumers quickly clear the product attributes at the same time, produce a strong brand memory point for the brand.
芝小满做为一个针对线上渠道的时尚点心品牌，潮流时尚的视觉体系也显得尤为重要，本次设计我们打破传统食品，实拍的强食欲感表达。用色大胆结合最具年轻化的视觉体系，与同类型的品牌拉开视觉差异，并利用核心视觉锤“芝”及核心卖点数据化的表达，突然产品优势，帮助核心消费者进行消费决策。
With cheese as a fashion snack brand targeted at online channels, the fashion visual system is particularly important. In this design, we break the traditional food and express the strong appetite in real shots. Bold combination of color with the most youthful visual system, and the same type of brand to open the visual difference, and use the core vision hammer "Zhi" and the core selling point of the data expression, suddenly product advantages, to help core consumers to make consumption decisions.
