玛莎百货联合Cowshed产品 Cubessence洗手液
Cubessence the liquid soap by
Marks & Spencer co-branded with Cowshed
Marks & Spencer玛莎百货集团（以下简称M&S）是英国的老牌中高端百货零售商，其门店遍布英国，广泛销售高质量的生活日用品及食品。在销售的日用品中，M&S自主生产的其自有品牌产品主要涵盖了床上用品，餐具摆件，家具小件，沐浴巾帕用品等类别，但始终未自主生产日化类产品，其门店一直在为其他日化品牌产品提供零售服务。
2018年下旬，M&S决定逐渐研发其自有品牌的日化类产品。但并未考虑初期全品类铺开，而是采用与有经验的品牌联名生产研发的形式，按步骤逐类推出日化产品。
Marks & Spencer is an old and wide-known retailer brand targeting at mid-high markets. Its stores widely spread across UK, mainly sells high-qualitied daily consuming products and foods. Among the daily consuming products, M&S self-produces beddings, tableware, small furniture, bath and facial towels etc. And M&S has never produced self-branded daily use chemicals. They has been the retailing service provider for other daily use chemicals brands.
In 2018, M&S started to develop their self-branded daily use chemicals, but not totally self-relied. M&S planned to do co-brands daily use chemicals with other experienced and wildly recognizable brands in the daily use chemicals’ industry.
客户Client / Marks & Spencer
设计Design / 罗昊祯
3D建模渲染Modeling and Rendering / 马景伟
设计Design / 罗昊祯
3D建模渲染Modeling and Rendering / 马景伟
图片精修Picture Editing / 马景伟
Cubessence是M&S第一款与英国知名中高端日化品牌Cowshed联合推出的洗手液产品。我们为其提供了产品的命名、设计等全案策划。我们将该产品定义为“一款具有热卖潜力的实力派产品”，并且提出了两个设计突破点作为该产品的强大识别：
品牌识别一：创造独特的产品货架展示形式；
品牌识别二：伴随整个产品消耗过程中的视觉和使用体验。
品牌识别二：伴随整个产品消耗过程中的视觉和使用体验。
基于此，我们设计出了一款“方块”造型但内部空间不规则的包装。
立方体造型：
1. 极其稳重、独特又“高冷”的造型体现其相对高端的市场定位；
2. 同时也是为了对洗手液产品的常见包装进行视觉上的突破。
1. 极其稳重、独特又“高冷”的造型体现其相对高端的市场定位；
2. 同时也是为了对洗手液产品的常见包装进行视觉上的突破。
内部空间底部为15°倾斜面：
1. 在产品消耗过程中，瓶内液体会自然地向最低点聚集流动，以此避免产品残余无法用尽的情况；
2. 产品外部底面形成一个不不平衡空间，可以使产品在货架上相互叠放，在消费者走过的一瞬间在记忆中留下识别印象。
1. 在产品消耗过程中，瓶内液体会自然地向最低点聚集流动，以此避免产品残余无法用尽的情况；
2. 产品外部底面形成一个不不平衡空间，可以使产品在货架上相互叠放，在消费者走过的一瞬间在记忆中留下识别印象。
This is a liquid soap for high level market. We designed a short cube for its bottle which is quite uncommon among all liquid soaps. To make consumers feel a unique experience form displaying to consuming, we designed a special bottom surface for this cube bottle, which is diagonally 15° slanting, and the cap locates at a corner of top surface above the deeper inner space. These two arrangements improve two conditions of normal liquid soap package. 1, tedious display on shelves. The special consideration of Cubessence allows it to overlap each other, which not only saves spaces on shelves but also makes its products identical. 2, avoid wasting. The slanting bottom surface makes its inner space unbalance, so that the liquid would gather to the deep corner while consuming, which helps avoid unfinished-product-discarding. For the name Cubessence, it is the combination of words“Cube” and “Essence”.
