Babycare是设计师创立的母婴品牌。2022年起我们与其品牌中心一起开发Babycare全新品牌形象。在一次聊天中创始人谈到一个观念:生命之所以有生生不息奔涌向前的可能性,是因为爱在世世代代间延续与传承。哪怕是喂饭这件小事,也在传递中发展。祖父母嚼着喂养父母,父母吹着喂养我们,而我们借助一只感温勺更放心地喂养孩子。爱的方式会因人而异,因时代而不同,但爱本身永续而持存。这个观念或许正是Babycare全新品牌理念「为爱重新设计」的思想源头。
在Babycare全新品牌形象系统中,我们重点做了三件事。
一是为Babycare梳理并制定包装系统规则。通过多重测试以非必要不增加、不改变规则细项为原则,开发能适应其旗下众多产品线对不同大小、不同比例、不同样式形态的包装之需求。使之能以统一稳定的品牌包装形象,自由应对Babycare为新一代家庭提供一站式、全品类产品的意愿。
二是在数据化、体系化的品牌包装系统之上,平衡技术进步与情感流出的传达。一方面是严谨的数据化信息化规则带来关于Babycare为爱重新设计的产品科技点的有序表达;一方面是在极简与稳定之中,以图标的形式在纯技术进步之上增加情感的释出。
三是对原LOGO进行微调。因消费者对LOGO的识别来自概括性认知,只识别基本形状,对其中细节不做深究。因此我们保持LOGO由三个圆和一条弧线组成娃娃脸的基础构成,通过数据化对各中比例及位置关系进行调试,并修正LOGO的情绪感受。使品牌记忆得以最大限度留存。
目前Babycare全新品牌形象及包装系统正在逐步投入使用中。
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