CHORD JUICE

CLIENT：UNI president unif

BRAND:CHORD JUICE

PROJECT: JUICE BRANDING & ADS

SERVICE: INSIGHT / STRATEGY / CREATIVE / BRADING / LOGO / PACKAGING DESIGN / Product industry design / ADS

DATE: 2018.5

LISTED AREA : CHINA

客户：统一企业
品牌：果重奏 CHORD
项目名称：新品牌塑造
服务内容：洞察 -策略 -创意- 品牌 - 标识设计 -包装设计 - 产品造型工业设计 - 传播海报 - 线下道具
创意团队：念相创意
上市日期：2018年5月

Chord, is the China FMCG（Fast Moving Consumer Goods）giant Uni-President's new product of 2018——a fashion casual refrigerated fruit drink.

The product subverts the traditional RTS（ready-to-serve ）juice category’s single taste, has developed the three-dimensional new flavor of fruit juice, flesh and fiber jelly, the palate is rich and interesting. Brand concept focuses on the current urban youth groups, it advocates a philosophical attitude towards life, keeping curiosity, even though life has ups and downs of multiple deduction, but the better the more resonance, “play life and have fun” !

-In terms of visual image creativity, we have created a vivid visual image of the brand ——the character setting of conductor , bow tie / musical note / baton and other elements are embodied, the bowl cover is designed to the conductor's hat, and it is overlooked as a vinyl record, echoing the concept of "melody". The total design concept is "My life, I command", advocating a positive and optimistic attitude towards life, it interprets the brand core concept and emotional attitude values.

-For establishing of visual property, the creation of visual element symbols of notes, as visual property for brand identity and subsequent spread.

-For line interpretation, we combined with the unique triplex texture of the product, using stereo gradual convolution strokes, the fresh and delicate fruit juice, cool and smooth jelly, rich and full of flesh, three-dimensional image of visual communication.

-For color expression, using the fashion gradual change technique, showing the delicacy of the product and motivating appetite.

果重奏，是中国快销行业巨头统一企业旗下的2018新品—— 一款时尚休闲冷藏果饮。

产品颠覆传统即饮果汁品类单一的口感，开发了果汁果肉纤玉冻三重立体新口味，层次丰富妙趣横生。品牌理念为针对当下都市青年群体，倡导一种达观的生活态度，永保好奇心；纵然生活起起伏伏多重演绎，然而越共鸣越美好，奏响人生，乐趣横生！

— 视觉形象创意上，我们塑造了一个生动的品牌视觉形象——指挥家人设，杯身领结／乐符／指挥棒等元素体现，杯盖设计为指挥家的帽子，俯视为音乐胶片，与“旋律”概念呼应。整体设计理念为“我的人生，我指挥”，主张一种积极乐观的生活态度，诠释了品牌核心理念及情感态度价值观。

— 视觉资产建立上，打造了音符的视觉元素符号，作为视觉资产便于品牌识别及后续传播。

— 线条演绎上，结合产品独特的三重立体口感属性，采用立体渐变回旋的笔触，将果汁的新鲜细腻，果冻的清凉爽滑及果肉的馥郁饱满感，立体形象的视觉传达。

— 色彩表达上，采用时尚渐变的手法，表现产品美味曼妙，激发食欲感。