Since the official release of the China Agricultural Products Geographical Indications Brand Image Pavilion to the world on April 23, 2022, a total of 52 brands in the first and second batches have displayed the brand connotation, brand products and brand image of China's geographical indication agricultural products on the cloud through text and images, and presented the academic research results on Chinese geographical indication brands.
Mangzhong Brand Think Tank and the Sustainable Agricultural Brand Research Institute launched a new series of landmark pavilion columns to appreciate the wonderful brand creativity and design ideas with everyone, so that excellent agricultural product geographical indication brands can enter thousands of households, and the landmark pavilion is known by more people.
Large and small vegetable market fruit area,
Recently welcomed a "strange" guest.
Comparable to the size of a small ping-pong ball,
The green skin appears crimson red,
Ming Ming claimed to be the "winter jujube" from Dali,
But now it's a hot sauna day.
Winter dates, as the name suggests,
The fruit was harvested around November.
However, the winter supply period is too short to make ends meet, and it is sad for jujube farmers.
As a result, Dali County has carried out in-depth cooperation with several major colleges and universities.
A number of expert teams in the winter jujube shed, prevention and control, light and temperature and other links,
Contributed their own wisdom,
The winter jujube was converted from open-field cultivation to greenhouse cultivation.
Dali County, located in the eastern part of the Guanzhong Plain in Shaanxi,
More than 2,000 years ago, the ancestors of Dalishayuan dug canals here to plant dates.
Ancient jujube forests that have been sand-proofing and fixing sand for thousands of years can still be seen today.
If you pass by Dali, you will see an endless stream of winter date greenhouses.
shed planting technology,
Not only solves the problem of cracking in the rain during the ripening period of winter dates,
It also allows the winter jujube ripening period to be brought forward from October to May.
Crisp as potato chips, sweeter than the first love of the big Li winter dates in the middle of summer, meet us.
In 2001,
The two committees of Xiaopo Village, Anren Town, Dali County, took off the hat of poverty.
He put forward the idea of "introducing luoxiatan, repairing canals, planting dates, and controlling salinity."
Thousands of acres of Yellow River beach, grew winter jujube forest,
This "winter jujube force" gradually spread to other villages and towns in Dali
Confluence of the Yellow River, Wei River and Luo River,
The fertile sand soil and saline environment produced by river alluvial soil create the quality advantage of winter dates.
In 2021,
The area of Dali winter jujube is 420,000 mu, with an annual output of 500,000 tons, accounting for more than one-third of the market, and the output value has exceeded 6 billion yuan.
Dali County, also known as the "First County of Winter Jujube in China", is a veritable "Hometown of Winter Jujube".
With the advent of the era of brand consumption,
There is no brand value support system to build the big Li Dong jujube,
Slightly weak in the fierce brand competition.
In July 2020, Dali County invited a professional brand team,
Join hands to create a regional public brand of "Dali Winter Jujube".
The main brand slogan
Based on the absolute core advantage of "early listing", the main brand slogan was determined:
Big lily winter dates, crisp and sweet early to know
This slogan,
It can be interpreted from two angles.
Potential consumers
From the product point of view, the core advantage value of "early listing" of Dali winter jujube is transmitted.
Actual consumers
Not only to convey the core values, but also to convey the consumer relationship of "you know the crisp sweetness of the big li winter jujube very early" from the perspective of consumers, and strengthen the brand's favorability and loyalty.
Brand sub-slogan
Big lily winter jujube, the grains are surprised
The sub-slogan emphasizes the sense of "surprise" of the big li winter jujube,
Bring consumers the surprise of "clicking and crunching" taste, and also bring the surprise of harvest to the people of Dali.
Brand LOGO
The main color is the ochre red color of the winter date skin after being sunburned,
While echoing the product form of winter dates,
Further enhance the surprise and joy of the product.
In the middle of the "Big Li Dong Jujube" four fonts
There is a sense of joy in the steadiness.
Disassembling the elements in it we can see:
Excellent land
Only in this way can such a wonderful fruit be bred.
Brand-assisted graphics
The realistic brushstrokes depict winter dates, and the delicious and juicy form makes people salivate, visually showing the excellent quality of winter dates.
In order to strengthen the attributes of Dali, the unique cultural elements of Dali have been added to the surrounding area. Tongzhou Zizi, Manjushri Pagoda, etc., one by one.
Branded packaging design
The packaging color was chosen to be similar to that of winter dates
It's not the same red.
It can attract the attention of consumers on the shelf,
Let people see at a glance,
It can also be associated with the green and red fruits of the big lily winter jujube.
In August, the sweet dates ripen in August, and you can go up the tree a thousand times a day.
Now that we have such delicious winter dates, we also have to thank the efforts of the Dali people from generation to generation.