Target Group：Its main products include fresh milk, modulated milk, yogurt and other milk products. The target group focuses on penetrating Sichuan family groups. In product innovation and brand communication, the annual family income is more than 200,000 yuan. , Mainly a family of three with children.

Major Sales / Distribution Channel：E-commerce, Shopping Mall, Supermarket & CVS, Grocery, Restaurants & Hotel

Positoning：Mass Production

Design Story：the hearts of Chengdu people. It can be called the "national milk" of Chengdu people. With the post-95s and post-00s new generation becoming the main consumer, the Jule brand faces two major challenges: brand aging and insufficient product innovation. Yi Zhang Wang took over the Jule brand and put forward the brand upgrade concept of "wake up and renew" for the rejuvenation of the brand, awakening the brand memory, and proposed to redesign the brand LOGO through retro style as the core brand symbol. To renew the brand value, it is proposed that the brand should focus on one core and create a super language-"Insist on using raw milk".

Highlights：Highlights of the work-the brand LOGO is the brand symbol Jule Milk is a special existence in Chengdu. In the memory of Chengdu people, in addition to the products of Jule Milk, there is also a well-known road—Jule Road. Jule Road is located at the gate of the initial establishment of the company. The milk-related memories of Chengdu people start from Jule Road. Jule Road represents an enterprise and also represents the milk memory of Chengdu people. As a result, Yi Zhang awakened the brand-building concept of a renewed brand, transplanted the brand assets of Jule Road to the brand symbol, and designed the brand LOGO into a retro street sign.

Material：Paper, PE film, aluminum foil