MEETOO is a new brand established by beekeeping society of over 230 beekeepers. As the biggest honey supplier of COFCO, Tongrentang and other front size brands, MEETOO provides high-quality honey. But as a new brand, the market has a low recognition for it. At present, the threshold of honey field is low, there are many good brands and also bad brands. How to stand out, occupy the market , win the trust of customers is a challenge as well as an opportunity for branding. And we can become the forerunner in a field without dominant brand.

蜜途之家是由230余户蜂农组成的蜂农合作社创建的全新品牌。作为中粮，同仁堂等国字号品牌的最大蜂蜜供应商，蜜途之家的蜂蜜出品优质上乘。但作为一个全新的品牌，市场对其认知度较低。在当下蜂蜜行业门槛较低，品牌泛滥，稂莠不齐的情况下，如何脱颖而出，占有市场，获得消费者的认可和信任，是留给品牌建设的难题和挑战，同时也是一个难得的机遇，在一个没有领导品牌的市场迅速打响知名度成为行业标杆。

In the first stage of branding, we set the brand logo, slogan, brand description and part of VI application. And established the core brand value: real bond, real honey, sweet journey. At the second stage, centering on sweet journey, we made package with illustrations, gradually spread the feeling of real bond, real honey to customers by vision and sight. In the third stage, we recorded beekeepers journey of collecting honey. Through the video and honest narration, we presented the beekeepers joys and sorrows to the public, and expressed our integrity. At the fourth stage, we will open an experience zone which enable customers to witness the process of honey production with families and make some honey peripheral products.The whole branding accumulated from multiple dimensions to achieve an ultimate goal of establishing an emotional communication with customers.

品牌建设第一阶段，完成了品牌标识，标语，品牌综述，部分VI应用。确定了品牌真情真蜜，甜蜜之途的核心品牌价值。阶段二由蜜途为主线完成产品系列包装，结合插画，由画面到味觉将真情真蜜的感触慢慢地传递给消费者。阶段三记录蜂农们追花逐蜜的旅途，用真实的画面和真诚的讲述将230余户蜂蜜的酸甜苦辣都呈现给大众，也让消费者再次体验到蜜途之家出品的满满诚意。阶段四蜜途之家将开放体验园区，让消费者们能携亲伴友零距离参观采蜜产蜜的全过程，并能亲自动手完成各类蜂蜜周边产品的制作。整个品牌建设从多个维度递进渗透，最终实现与消费者的情感交流。