玉堂酱园-感动的味道

玉堂酱园是中国四大名酱园之一,有300年历史,品牌文化深厚,曾获万国博览会金奖。传统手工酿制酱菜,口感独特,拥有极好口碑,山东市场知名度较高。酱菜,一个熟悉又陌生的产品,对于现代生活而言,在众多以老卖老的老字号企业里,虽玉堂酱园具备更优秀的企业文化与产品品质,仍旧需要通过突破性的设计,改变旧形象,推陈出新,与时俱进。产品的定位与聚焦,打造出“现代,经典,品味”的品牌联想,重新赢得消费者的信赖与喜爱。就原有产品核心识别,我们提出“轻咸菜”核心价值,获得品牌差异。建立具备国际品质联想的英文logo,唤醒沉睡的经典。包装从卖产品的模式转向卖品牌个性的方式,强化玉堂酱园在渠道中品牌价值,色彩凸显年轻化消费特征。


Yutang sauce is one of the four famous China Jiang Yuan, has 300 years of history, brand culture, won the International Fair Gold medal. The traditional handmade pickles, with unique taste, have excellent reputation, and have a high reputation in Shandong market. Pickles, a familiar and unfamiliar, in modern life, in many of the time-honored enterprises to sell the old old, although Yutang sauce has a corporate culture and product quality better, still need through the design of a breakthrough, change the old image of innovation, advancing with the times. Product positioning and focusing, to create a "modern, classic, taste" brand association, to win the trust and love of consumers. On the basis of the core identification of the original products, we put forward the core value of "light salted vegetables" and obtain brand differences. An English logo with an international quality association is established to wake up the sleepy classics. From the sale of products packaging mode to sell brand personality, strengthen the Yutang sauce brand in the channel value, color highlights the younger consumer characteristics.