项目｜PROJECT：瑞贝特 Rebete
策略｜strategy：贱贱、子晗
设计｜Design：十三、MOMO、小桃
渲染｜3D：章吉
年份｜Year：2022
瑞贝特（Rebete）是一家专注于研发营养糖果的品牌。在快节奏的当代社会，瑞贝特关注消费者普遍的“亚健康焦虑”，以“让糖果少负担，多营养”的品牌理念、依托赤藓糖醇、木糖醇等代糖，在垂直领域重新定义营养糖果，主打单品以益生菌跳跳糖、营养软糖等。在这个全民抗糖的背景下，瑞贝特消费人群包含从儿童到成人致力于成为改变认知且感动人心的健康糖果”，是日常生活中的完美解馋零嘴，也是每日营养补充的最佳途径。
Rebete is a brand that focuses on nutritional sweets. In the fast-paced contemporary society, Rebete pays attention to the common "sub-health anxiety" of consumers, and redefines nutritional candy in the vertical field with the brand concept of "making candy less burden and more nutrition", relying on erythritol, xylitol and other sugar substitutes. The main single products are probiotic popping candy and nutritional gummy candy. In the context of the anti-sugar population, rebete consumers from children to adults are committed to becoming cognitively changing and touching healthy candy ", which is the perfect snack for daily life and the best way to supplement daily nutrition.
瑞贝特作为一个以糖果为产品主体的轻养生的快消品牌，急需一套全新的品牌视觉来帮助其与消费者进行沟通，让大众接受这一听起来有些“朋克养生”的品牌及产品。品牌方还希望为品牌设计IP，传递品牌理念的同时，具备一定产品性后续产品形态可结合ip进行开发设计，从而增添ip和品牌的粘性及记忆点。
Rebete, as a light health fast consumer goods brand with candy as its main product, is in urgent need of a new brand vision to help it communicate with consumers and let the public accept this brand and products that sound a little "punk health". The brand also hopes to design IP for the brand. While delivering the brand concept, the subsequent product forms with certain product characteristics can be developed and designed in combination with IP, so as to increase the stickiness and memory points of the ip and brand.
打破传统健康营养类品牌，专家博士等严肃的视觉形象，基于品牌“朋克养生”的理念及主打产品“益生菌跳跳糖”的产品DNA，设定轻松、潮酷为本次iP视觉设计的关键词及方向。
Break the traditional health nutrition brand, expert doctor and other serious visual image, based on the brand "punk health" concept and the main product "probiotics popping candy" product DNA, set relaxed, cool for the iP visual design keywords and direction.
ip主体形象的选择的灵感来源于品牌主打单品「益生菌跳跳糖」，产品弹跳的食用体验，跟兔子在大众的认知不谋而合，通过兔子来传递品牌“朋克养生”的记忆点也再合适不过。兔子的英文Rabbit更是与品牌名称瑞贝特高度吻合，故选择兔子做IP主体形象。
The inspiration of the choice of the ip main image comes from the brand's main single product "probiotic Popping candy". The food experience of the product bouncing coincides with the public cognition of the rabbit. It is also very appropriate to pass on the memory of the brand "punk health" through the rabbit. The English word Rabbit is highly consistent with the brand name Rebete, so rabbit is chosen as the main image of the IP.
