PAGODA 百果园

PAGODA is a fruit industry enterprise based in China, responsible for all aspects of fresh fruit production, trade and retail. It is also the pioneer of the fruit franchise chain retailer. PAGODA has been the industry leader since 1997. It offers high-quality products and a unique sales system that not only sets a new standard for the industry but also provides consumers with safe, natural produce.

The PAGODA “brand” includes three aspects which give a window into its products for the consumer. From product (fruit), to living (nature) and concept (life), these three dimensions explain how PAGODA respects the environment, looks after the land, and builds up an ecosystem which focuses on its costumers.

The characters are respectful of nature; everything has its own spirit. Fruits are correlated with the monkey. Monkey symbolizes wisdom and courage in China. This image has been grown with our products gradually. Peach, a unique fruit in China, represents the blessing of a long happy life.

1983ASIA developed two cute and lovely characters based on Chinese nature and culture. The characters are respectful of natural life and the gifts provided by nature. They express that the customer’s joy is our joy. And they demonstrate that we are a professional team focused on improving the customer experience.

Grass and wood represent the seasons and flowers look forward to producing their fruits. Flowers are the symbol of a happy life, and also the expectation that nature harvest fruit. In a farming society, people use dance to communicate with the heavens and the earth, praying for a natural abundance every year. Over time, this type of communication has become an art form, which has become popular around the world.

Monkeys dance in each of the four seasons, and flowers change with emotion. They were dressed joyfully and appropriately for the seasons. 1983ASIA turned this joyful and beautiful art form into a part of farming aesthetics. The dance that celebrates the harvest has naturally become the symbolic action of Hou Guoguo and Le Taotao.

百果园是集果品生产、贸易、零售为一体的水果全产业链企业，也是水果专营连锁业态的开创者。从1997年开始百果园一直以行业领航者的形象陪伴在我们身边，其高品质的产品与安心的销售制度为行业树立了新的标准，也为消费者提供了安全的保障。

“品牌”是丰富而立体的，品牌视觉形象是面向“消费者”的窗口。因此如何实现从产品（水果）- 生活（自然）- 观念（生命）的蜕变，将百果园一直致力于对土地的保育，对自然的敬畏，对生命的尊重等等这些品牌所提倡的精神，无压力的传播到消费者心中是此次品牌形象升级的重点。

敬自然生命，万物有灵。水果与猴子的关系密不可分，灵猴在中国象征着智慧与勇气，其形象随着百果园的发展渐渐深入人心；而中国独有的果品－桃子则是代表着国人对长寿健康的向往与祝福。1983ASIA 将两者设计成来自大自然活泼有爱的精灵形象，他们各自性格鲜明，通过有趣的互动传达“敬自然生命，品天地馈赠；以贴心快乐，显专业体验”的品牌理念。

草木知时令，好花期待好果；花是美好生活的象征符号，也是自然孕育果实的美丽期待。在人类处在农耕社会时，人们用“舞蹈”与天地沟通，祈祷每年产出丰饶，久而久之这种“沟通”变成了一种艺术形式，在全世界各地缤纷盛放。

灵猴身披四季时间尽情舞动，花朵随情感与季节变化而变化，着时间外衣，怀满心欢喜。1983ASIA将这种欢乐美好的艺术形式也变成了农耕美学的一部分，庆祝丰收的舞蹈自然也成为了猴果果和乐桃桃的标志性动作。

CATEGORY｜BRANDING & MASCOT DESIGN 品牌形象与吉祥物設計 AGENCY｜1983ASIA DESIGN DIRECTOR｜YAO & SUSU 杨松耀 & 苏素 DESIGN｜YAO，SUSU, FANG YU QING, JEMAY HO, ZHOU XIAO JIE 杨松耀，苏素, 方雨晴，侯杰妹, 周晓洁 YEAR｜2017 COUNTRY｜CHINA, SHEN ZHEN 中国, 深圳