Country

中国(China)

Official website

http://m.warmlightbrand.com

Company Introduction

Established in 2015, Warm Light Design has eight years of experience in new retail brand building and 18 years in comprehensive brand development. Focusing on overall brand building in new retails, we build brands from a multidimensional perspective—from brand positioning to visual tone presentation—with full and professional execution capability to promote the holistic brand construction from 0 to 1. Since its establishment, we have built and cooperated with many zero-to-one new retail brands. We have also provided comprehensive services to many ten-billion-yuan-scale companies, involving brand rejuvenation, specialisation, and packaging systematisation. At Warm Light Design, we help our clients determine their brand position in the market, create an exclusive brand visual image and provide more in-depth brand layouts and strategic advice.

Images

Brand Name

无

Designer Name

Wramlightbrand

Position of Designer

Designer

Client

无

Target Group

Mainly targeting young groups who pursue high quality, live a good life, value brand emotional interaction and new consumption upgrades.

Major sales

电商 E-commerce; 大型商场 Shopping Mall; 小型商超和便利店 Supermarket & CVS

Positioning

大货 Mass Production

Design Story

In July 2021, we received Youchen’s enquiry for brand upgrading. As a leading company in casual bakery foods, Youchen had entered the omnichannel expansion period after 32 years of build-up, with customers transforming into young groups. Therefore, its original brand vision lacks systematicness, unification, and identity, requiring a branded and standardised shelf identity. Consequently, we decided to extract the core of the brand continuity from the LOGO based on retaining the original visual assets. In terms of visual identity, we extract the LOGO's core elements to extend the brand's super shading, developing a unified identity to give the product a solid visual impact and memory points on both online pages and offline shelves. In terms of colour identity, the product concept of "meat floss +" is further deepened with “Youchen red + meat floss gold”. From overall visual presentation to packaging extension, we apply super shading to the extreme to help the brand deliver a unified brand vision and memory in various channels.

Highlights

In this brand upgrade for Youchen, we optimise the form and application of the super symbol on the visual system, create a super shading of the brand, and establish a unique, unified and differentiated visual identity. Youchen has a complete system of offline retail experience; thus, the implementation of super shading is critical. We optimise the red and gold super shading design based on the original brand equity, which achieves a significant visual effect in practical applications, especially in identifying the product on supermarket stacks and shelves. The design meets the demand for brand upgrading and audience expansion and plays a crucial role in product sales.

Market Performance

无

Material

PET塑料 PET material; 纸质 Paper

Craft

无