Mengniu Deluxe, Defining Premium Ice Cream in China
作為全球乳業(yè)十強蒙牛乳業(yè)旗下的高端冰品，蒂蘭圣雪一直致力于打造中國人自己的高端冰淇淋品牌。為了實現這一目標，蒂蘭圣雪于2017年實行了從產品品質、包裝、到銷售渠道的全面升級。
Deluxe is a premium sub-brand of Mengniu, one of the Top 10 Global Dairy Companies. Launched 10 years ago, Deluxe has always been committed to creating premium ice cream proudly made by Chinese. In 2017, Deluxe takes a big step forward by rolling out an all-round upgrading to its products, packaging and sales channels.
升級產品品質
坐擁蒙牛強大的黃金奶源地，蒂蘭圣雪摒棄傳統(tǒng)奶粉制造模式，采用優(yōu)質純牛奶作為主要原料，讓營養(yǎng)更新鮮。甄選全球優(yōu)質食材，帶來世界級的味蕾體驗。
Product Upgrade
Boasting the vast golden prairie of Mengniu, Deluxe has abandoned the traditional way of making ice cream from milk powder and only uses high-quality pure milk as main ingredient. The result is a creamy ice cream with rich nutrition and finest ingredients carefully selected from around the world.
主包裝設計 Master packaging design
升級產品包裝
卓更受蒙牛委托，為蒂蘭圣雪提供包裝設計升級。我們進行了品牌及設計審查，確定現有包裝中可保持和可優(yōu)化的部分，并從奢華與食欲感、與消費者的關聯(lián)、色彩組合以及產品家族感等方面入手，全面提升品牌的高端性。我們以消費者需求為基礎發(fā)展主包裝設計和系列延展設計。在所有包裝系列設計中，均以醒目直觀的圖標突出了優(yōu)質純牛奶+全球甄選食材的產品利益點。
Packaging Upgrade
Dragon Rouge was appointed to provide packaging design for Deluxe. We did a design audit on the existing packs to understand which assets to retain and which to improve, and explored ways to dial up premiumness - a more luxurious and appealing look and feel, emotional resonance with target audience, clearly differentiated colors, and a strong family look. Based on the consumer understanding, we came up with the creative concept that leads to the master packaging design and design adaptation to other product lines. For the RTBs, we designed a consistent icon system that highlighted "Pure Milk" plus finest ingredients.
酸奶冰淇淋杯設計延展 Design adaptation to yogurt ice cream
香草巧克力支棒盒裝 Vanilla ice cream stick box
匯聚全球優(yōu)勢資源，以天然營養(yǎng)攀登美味新高度。這個夏天，讓我們相約蒂蘭圣雪，縱情享受唇齒間的沁涼芬芳和極致奢華的味蕾體驗吧！
Incorporating superior resources from the world, Deluxe is pushing itself to new heights with rich, natural nutrition and better taste. This summer, pamper yourself with this incredibly smooth and creamy ice cream of Deluxe and give your palate a luxurious treat!
About Dragon Rouge / 關于卓更
卓更品牌咨詢是一家全球設計與創(chuàng)意咨詢公司。我們?yōu)槠放萍肮咀⑷腱`感、啟迪變革、實現壯大。更多詳情請訪問我們的網站 www.dragonrouge.com，或聯(lián)系 JiAnn Ng (j.ng@dragonrouge.cn)。
Dragon Rouge is a global design and innovation consultancy. We help brands and businesses to inspire, change and grow. For more details, please visit our website at www.dragonrouge.com or contact JiAnn Ng at j.ng@dragonrouge.cn
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