每日滋养 纯燕 鲜炖即食燕窝
Purfo Chunyan Instant Stewed Bird’s Nest
服务类别：产品包装设计
服务内容：产品品牌设计、产品包装设计
服务内容：产品品牌设计、产品包装设计
这是一款需要被彻底颠覆的即食燕窝产品，每日滋养找到我们希望可以通过我们的设计帮助其明确产品的定位。区别于即食燕窝行业的几个品牌，燕之屋定位于高端市场，不仅通过其门店布局和明星代言，通过其典雅高贵的包装设计也可以清晰地看出这一定位；另一品牌则是小仙炖，小仙炖则定位于高性价比，瞄准燕窝消费人群中的高频率长期习惯性饮食燕窝人群，铺货瞄准在线上电商渠道，从其简单“基本款”的包装同样也可以明确其定位。而每日滋养的品牌定位则介于两者中间，我们帮每日滋养明确了其定位为“小资生活”。何为小资生活？简单来说即为：不奢侈但精致，不复杂但讲究，不另类但时尚。小资阶层消费者不以单纯的“价值”为消费满足感的来源，其更愿意“花心思”，花心思挑选，花心思造就自己的审美眼光，燕窝贵，但吃不出享受的代入感；燕窝价格亲民，即使品质佳，但体会不到生活细节的讲究，是小资消费阶层消费燕窝时，心理上急于修正的痛点。
Our client Purfo found us to help them visualize their product’s classification by the new look of the product. The definition of Purfo’s branding and products are in between of the high-end and public consuming, we found a word which is “petty bourgeoisie”, to make it easy understanding we explain it as not luxuries but exquisite, not cumbersome but thoughtfully designed, not over-personalizing expressing but fashionable. Those who are typical “petty bourgeoisie” won’t do price oriented consumptions but personalizing consumptions, they mostly in favor of selecting carefully according to their mental needs. As high-end bird’s nest products, to eat them, they can’t feel the people-friendly characteristics being filled into the design, as those public-daily-consuming bird’s nest, moreover, they feel the lack of detailed design to care their using experience.
客户Client / 长沙每日滋养健康科技有限公司
设计指导Design Director / 罗昊祯
设计指导Design Director / 罗昊祯
设计Design / 吴佩臣 吴超
3D建模渲染Modeling and Rendering / 马景伟
摄影Photography / 第三方公司
3D建模渲染Modeling and Rendering / 马景伟
摄影Photography / 第三方公司
图片精修Picture Editing / 马景伟 吴超
“两条腿走路”
我们希望今后每位纯燕燕窝的消费者从收到产品一直到食用的整个过程可以是“视觉”和触觉的双重享受。视觉是细腻且典雅的，触觉是精致且趣味的，整体上是独一无二，个性鲜明且在市场上不可替代，这样更可以让消费者从心里上对产品产生依赖，这种依赖不单单是指对产品品质口味的依赖，而更是对产品和品牌产生的完全的心理依赖。好设计可以帮助品牌“惯坏”消费者。
每日滋养出品的纯燕燕窝，有着极高的燕窝生产标准，其定义为“0”标，即源头0添加、干燕0添加、制作0添加。“0”一个数字，在这里作为极其严苛的标准表明了纯燕燕窝的品质。在燕窝行业只有每日滋养敢于在“0”标上做如此大力度的表达，这源于其对产品的自信。我们希望以“0”为核心来为纯燕燕窝塑造其主视觉。如何让每个人对纯燕的“0”印象深刻？如何可以让消费者一提到“燕窝”和“0”这两个关键词就可以想到每日滋养的“纯燕”？这个“0”一定得是一个极致的表达，可以是超级符号铺天盖地的应用，也可以是一幅让人可以沉浸其中仔细品味的画面。
每日滋养的燕窝原产地是印度尼西亚和马来西亚，哪里有着独特的热带自然风光，独特的雨林地貌和植被，金丝燕的栖息地燕洞内更是一景。我们对这些进行了细致的描绘和组合，构成一个“0”的画面，“0”并不是聊胜于无，相反“0”更是一种极致和丰富。“0”好像是一个窗口，穿过了这扇窗就到了东南亚。我们用精致的手绘用一种矛盾的对比将这些南洋的自然风貌跃然纸上。
We hope the look and touch-feeling can both be enjoyable. The visual works must be subtle and elegant while the touch-feeling is exquisite and interesting, to make consumers rely on not only the taste and quality but also the branding and design. We believe good design can help brands to get consumers "spoiled".
Purfo define their bird’s nest with a number “0”. “0” is “Zero Standard”, explained as zero adding at the source, zero adding at drying, zero adding at cooking. It is a basic commitment of the bird’s nest industry, however Purfo can emphasize this due to their highest supervision level and their confidence which other bird’s nest brands can’t achieve. We decided to make the number “0” impressive.
Indonesia and Malaysia is where the Purfo’s bird’s nest being collected and processed. It is the place where you can see amazing tropical view like astonishing rain forests. We carefully selected and sketched those views and form a Zero. This Zero is not nothing but premium abundance. It is a view which you can enjoy for long.
燕窝的容器造型也是一个非常重要的设计部分。纯燕的燕窝罐我们不希望是普通的，会被埋没在万千产品中，但也不可以是怪异的，它的造型需要一个恰当的理由和概念传达。客户跟我们提到了其燕窝的加工工艺“球釜炖煮”，也就是通过底部接近于球体的炖锅来熟制燕窝，这样的工艺可以最大限度地保证燕窝这种富含营养物质的臻品的均匀受热和锁住营养不流失。这无疑是一个不可错过的可以应用在造型设计上的来源。我们最终设计了一款炖锅，就是一个炖锅，没有任何的特殊化其造型，只是让其轮廓线条更加圆润趁手，可以捧在手中小巧可爱的水晶炖锅，和包装上的“0”插画呼应，也是一种矛盾的比例和质感呈现，配合缤纷的彩色马蹄盖，一定可以赢得不少女性消费者的芳心，用后都不舍得丢掉。同时我们也造就了产品一个非常强大的识别“别家燕窝按罐卖，纯燕燕窝论锅卖”。
The shape of cans is important either. Clients mentioned the cooking process is special due to the application of ball-bottom-pot stewing. This pot ensures the even heating and nutrients locking-in. We applied the shape of the ball-bottom-pot and only slightly modified the contour lines to make it handy-comfortable. A crystal and cute stewing pot with colorful metal lid, it is even an art work more than a commodity, who can say no to it?
最终的外包装盒整体简约，用色精简，整体呈现典雅的白色点缀缤纷的彩色，打开包装盒后，完整的“0”插画图案呈现在产品体验卡上，撤掉体验卡则是精致的炖锅罐整齐排列其中，配合悉心规划的物料。整体产品传达出年轻但又成熟稳重的气质，精致同时又有着“俏皮”的性格。上市后更是得到了消费者的广泛好评。
The package box is simple and slightly colored based on white, while opened you see the full “0”illustration in black and white just like being sketched on the explaining card, underneath, the exquisite crystal pots with other materials are orderly lying there.
