一場與健康對話的品牌升級 | 五穀磨房品牌形象及包裝設計
品牌背景
五穀磨房食品集團有限公司，作為天然食補穀物行業的領導品牌，在全國兩百多座重點城市2000多家大型超市設立品牌直營專櫃，2014年，榮獲“年度市民最喜愛的快消品牌”榮譽稱號。
面臨問題
由於品牌個性弱，視覺傳達不明顯，沒有自身應有的品牌獨特印記。因此，為了更好地與消費者溝通，增強品牌魅力，傳遞品牌健康、天然、誠信、關愛的品牌價值理念，需要有全新的品牌形象以及包裝設計來承載品牌背後的理念。
品牌形象設計理念
為解決五穀磨房原有品牌形象面臨的問題，全新的logo採用圖形標加中文字的組合形式，Logo的整體設計簡單而富有親和力。品牌形象設計由五顆穀粒以及兩棵枝丫相連的樹圍繞著微笑的符號展開，如同父母牽手為家人搭起一個充滿歡樂的家，傳遞的是關愛與呵護的品牌願景，同時也寓意著企業的不斷成長，以及“以人為本”的經營理念。
產品包裝升級
隨著品牌形象的更新，五穀磨房的明星產品“益元八珍”包裝也全面升級，更名為“植物益生元八珍”，為了更好地將五穀“天然、健康、養元、產品材料多元化”的概念與設計相結合，包裝畫面採用健康天然的五穀原材料，搭配綠色生態的顏色組合，使包裝整體視覺呈現清新自然，終端陳列上與周邊產品相比，色彩突出，品牌整體調性表現充分。益元八珍產品新包裝一經上市，月銷售額突破3000萬元，並贏得一致好評。
五穀伴侶
五穀伴侶作為搭配食用產品，設計思路以展現“原料新鮮健康、口感豐富美味”為主，通過增強整個系列的食慾感來提升消費者購買量。在視覺表現上，形成固定的構圖屬式，整體包裝風格延續益元八珍清新自然的風格。
五穀專研系列
“五穀專研系列”主要針對年輕女性做的一款高階產品，畫面以粉色為主，襯托年輕女性對美的高度追求，同時原材料的視覺處理也表現極為精緻，與產品本身定位高度契合。
春節禮盒裝
“春節禮盒裝”以迎合中國傳統春節氣氛而設計，整體畫面設計也以烘托原材料的健康天然為主，同時增加禮盒元素的設計，使其節日氛圍更為凸顯。
食材原料包
“食材原料包”主要採用透明食材材質，目的是為了更大面積向消費者展示原材料。綜合穀物色彩特徵，外包裝色彩與穀物色系保持相對一致性，同時運用品牌圖示的元素構圖，使其更具整體性。
空間精品展櫃設計
Brand Image of WU GU MO FANG and Packaging Design of Prebiotics
Brand Background
As a brand leader in natural dietetic grain business, WU GU MO FANG has established more than two thousand stores in around two hundred cities nationally. In 2014, it won the title of “Citizen’s Most Favorite Fast Moving Consumer Good.”
Challenges
Due to the weak brand characteristics and the unclear visual communication, the brand lacks its unique quality. Therefore, in order to better communicate with the consumers, to increase the brand attraction, to deliver the brand value of health, nature, honesty and care, a new brand image and a series of packaging designs are needed to inherit the ideas behind.
Design Principles of the Brand Image
To overcome the challenges that the current brand image faces, the new logo is concise, welcoming and approachable, combining an icon and Chinese characters. The brand image consists of five seeds of grain and a smiling face embraced by two branches, as if parents hold up a joyful house for the family. It delivers a branding vision of love and care, implying the continuous growth of the company and the management philosophy of “human-oriented.”
Product Packaging Upgrade
Along with the upgrade of the brand image, the star product of WU GU MO FANG - Yi Yuan Ba Zhen - improves its version, renamed “Natural Prebiotics & Grains.” To better incorporate the design with the concept of “Nature, Health, Nutrients and the Variety of Product Ingredients,” the packaging makes use of the five natural grain ingredients, together with the ecological color of green. The packaging shows a vision of freshness and nature. Comparing to the neighboring goods on the product shelf, the packaging color stands out and the brand tonality is fully expressed. After “Natural Prebiotics & Grains” came into market with its new packaging, the monthly sales reached 30 million RMB, and won unanimous praise.
Grain-Mates
Grain-Mates are to be mixed with other grain products. The thoughts of the design reflect the main concept of “healthy ingredients and pleasant taste.” It aims to increase the purchase amount by improving the appetite it appears. On visual performance, it creates a solid composition and continues the fresh and natural style of Yi Yuan Ba Zhen’s packaging.
WU GU Special
“WU GU Special” is a series of high-end products designed mainly for young women. The packaging uses a pink color tone to imply their pursuit of beauty. At the same time, the visual effects of the raw ingredients are extremely delicate, corresponding to the product positioning.
Spring Festival Gift Set
“Spring Festival Gift Set” is designed to celebrate the traditional Chinese Spring Festival. The graphic design sets the natural healthy feeling with raw ingredients. It also uses gift sets as components to highlight the atmosphere of holiday.
Ingredient Pack
“Ingredient Pack” uses transparent packaging to deliver the quality of the raw materials to consumers. Apply the colors and features of the grain, the packaging preserves the same color tone. Some of the elements from the brand icons are also integrated within the packaging to complete the entire design.
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