The sun in the East
The son of the Sister
In my room
In my room
Walk it down
As the beginning of ancient Chinese poetry, it is also one of the most valuable documents to restore the culture of ritual music, and the joy, sorrow, love and hatred told in the poems restore the most vivid state of life thousands of years ago with a momentary feeling.
From "Guan Ji" with a hint of immaturity and impulsivity, from "Jian Xi" in the first love of the shy and cowardly girl, in "Oriental Unclear" in the complain that she is forced to work overtime every day. Those situations transcend historical and human barriers, and finally find resonance and solace.
LKK joins hands with Zhenxianlinger, who has perfected the fruit cultivation and seafood breeding industry, empowers products with poetry and scripture, creates a mid-to-high-end food consumption brand that meets the love and cultural identity of young people, and completes the inheritance and innovation of Chinese cultural jam.
Through desktop research on the leisure snack market, identify the target group and their consumption preferences, living conditions, family structure and entertainment preferences, find a variety of possibilities for jam application scenarios, and explore the rational and emotional needs of users for jam products, and quantitatively verify and delineate core users and related demand points.
As a country with a long history of 5,000 years, China has a rich cultural heritage. After the Rococo design team deeply explored the market and users, the brand positioning was based on the target user's vision of a simple and better life, so it was extended with the earliest poetry collection - the Book of Poetry.
On this basis, we deeply explored Chinese culture and customs, selected ancient folk songs with humanistic feelings and authenticity, and formulated a series of fruity jams with both feelings and fashion for Zhenxian Linger.
The design is named after the brand LOGO and sub-brands that conform to the Chinese tonality and modern aesthetics, while highlighting the brand concept of freshness, health and purity, it also conveys a beautiful lifestyle and creates a cultural brand that belongs to Chinese jam and food.
In order to highlight the differentiation of each product, the richness is reflected under the tonality of the big brand. The designers sorted out the product line, combined the four seasons of Chinese poetry, and set the story background and name of the product to determine the product theme.
Zhenxian Linger Jam has four seasonal flavors: spring, summer, autumn and winter. Spring corresponds to "peach blossom", summer corresponds to "dragon fruit", autumn corresponds to "autumn pear", and winter corresponds to kumquat. According to Chinese eating habits and solar terms health preservation to define the recipe and taste of jam, create healthy and delicious dietary products, and make traditional food rejuvenate new cultural vitality.
Time will always change, but the feelings about sorrow and joy for thousands of years will not change, and the taste experience of bitterness and bitterness will not change.
This is also the original intention of Zhenxianlinger brand and designers, so that users can experience the sun, moon, stars and human taste in the poem through taste, and bring a better life to users.
Through desktop research on the leisure snack market, identify the target group and their consumption preferences, living conditions, family structure and entertainment preferences, find a variety of possibilities for jam application scenarios, and explore the rational and emotional needs of users for jam products, and quantitatively verify and delineate core users and related demand points.
In addition to the main language of the brand, in the branding of derivative products, the LKK Rococo team has designed a little girl image with Chinese style temperament and derived from nature, and established a differentiated brand identity and advanced brand visual system to meet the needs of young consumers with the collision of new Chinese aesthetics and two-dimensional culture.
In the IP image, Zhen Xianlinger's back basket is filled with various fruits, which fully shows the temperament and connotation of the brand, and at the same time reflects the Chinese, pure and beautiful meaning. It not only reflects the characteristics of the brand itself, but also completes the visual upgrade of market differentiation.
In the process of creating jam products for Zhenxianlinger, Rococo can start from the classics of traditional Chinese culture, determine the theme of the product line, and set the story background and name of the product with the poetry as the background. According to Chinese eating habits and solar terms health preservation to define the recipe and taste of jam, create healthy and delicious dietary products, and make traditional food rejuvenate new cultural vitality.
In the context of new consumption, identifying target users and consumption preferences, verifying and defining the needs and concerns of the crowd is the core of product creation, and traditional enterprises can only break through the cultural identity of young people and complete the transformation of corporate brands by relying on advantages to upgrade C-end brands.