AFIONA | 懂你的不同 I know how different you are.
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所在地:,     
参加比赛:Hiiibrand Awards 2018     
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客户:妍丽
网址:https://www.zcool.com.cn/work/ZMzM3NTUwMDA=.html
创造年份: 2018

描述:所属行业:零售/美妆项目名称:AFIONA品牌策划与设计时间:2018年11月

标签: 品牌  妍丽  logo 
版权:禁止商业用途,转载请署名。

背景

妍丽化妆品(中国)有限公司成立于1995年,是一家打造中高端进口化妆品综合店的品牌。线下体验店以深圳为中心,覆盖国内一线城市及各省会超过20家。纵观各大美妆巨头的最新财报,高端美妆和护肤品正在迎来春天。随着消费升级,受众的购买习惯从追求品牌变得更为自我,具有主见。同时实体门店受到电商剧烈冲击,品牌形象的更新变得更为迫切。我们发现消费者对于护肤及化妆类产品的细分功能更为聚焦,渴求品质化与高端化。为此,妍丽高歌猛进创建全新高端化妆品连锁品牌——“AFIONA”,迎接消费者购买行为的升级与进阶消费时代。

策略与创意

我们通过大数据对美妆行业市场进行多层次分析解读,并在深刻洞察消费趋势及用户变化后,应用品牌战略完成该创意。首先,在品牌命名上,我们从国际时尚行业的角度出发,采取了女性更容易接受和认可的英文名,同时命名的背后还具有一定的故事性。我们以妍丽集团创始人兼董事长周冠伦,他爱妻的英文名FIONA作为品牌主LOGO的创意点,并在前面加了一个“A”。在logo的设计与结构上,将A Fiona结合得更和谐、稳定,同时产生记忆点。都说爱情是最好的保养品,我们也希望AFIONA品牌命名背后的故事能带给消费者。

Strategy

We use big data for multi-level analysis and interpretation of the beauty industry market, and after a deep insight into consumer trends and user changes, the application of brand strategy to complete the idea. First of all, in the brand naming, we from the perspective of the international fashion industry, the adoption of women more receptive and recognized English name, at the same time the name behind also has a certain storytelling. We take Zhou Cuanlun, founder and chairman of the Yu Group, his beloved wife's English name Fiona as the creative point of the brand's main logo, and added an "a" to the front. In the design and structure of logo, a Fiona is combined in a more harmonious and stable, while producing memory points. It is said that love is the best maintenance products, we also hope that the story behind the name of the Afiona brand can be brought to consumers.

LOGO

创新将品牌LOGO“A”中间“-”去掉,采用法语中常见的角标,以一种上扬的语气向消费者进行文化映射,并让AFIONA在符合品牌定位市场的同时,焕发出新的品牌生命力、增添沟通感。精进后的“AFIONA”不仅变得更加大气、灵动,符合现代审美与国际趋势,也让品牌在后期的LOGO延展及制作上更加方便实用。

Logo Design

Innovation will be the brand logo "A" in the Middle "-" removed, the use of French common corner markers, in an upward tone to consumers for cultural mapping, and let Afiona in line with the brand positioning market at the same time, radiate a new brand vitality, add a sense of communication. After the refinement of the "Afiona" not only become more atmospheric, dynamic, in line with the modern aesthetic and international trends, but also let the brand in the later logo extension and production more convenient and practical.

颜色

“妍绿”是妍丽的品牌色,我们在“妍绿”的色彩基调上进行优化,探索出了更能表达AFIONA的品牌标志色——“AFIONA绿”,一种令人心情愉悦的淡雅的低饱和度绿色。似孔雀绿又似祖母绿,色彩风格时尚典雅但又极具辨识度,再次强化品牌灵动、优雅的气质。扁平化的设计风格配以素雅的色调,形成了AFIONA完整的品牌视觉识别体系。整体画面风格摒弃繁琐、虚伪,充满沟通感,吻合AFIONA品牌的客群定位。与“AFIONA”结伴,一种自然的、舒享的、充满期待与喜悦的生活态度与方式。

Color

"Yeon Green" is the brand color of Yu, we in the "Yeon Green" color tone to optimize, explore a more expressive Afiona brand logo color-"Afiona green", a pleasant and elegant low saturation green. Like Peacock Green and like emerald, color style elegant but also very recognizable, once again strengthen the brand nimble, elegant temperament. Flat design style with elegant tone, the formation of Afiona complete brand vision recognition system. The overall picture style abandoned cumbersome, hypocritical, full of communication, consistent with the Afiona brand customer positioning. With "Afiona", a natural, comfortable, full of anticipation and joy of the attitude and way of life.

摄影:YCAD | KiAFIONA(深圳湾万象城店)

摄影:YCAD | KiAFIONA(深圳湾万象城店)

摄影:YCAD | KiAFIONA(深圳湾万象城店)

摄影:YCAD | KiAFIONA(深圳湾万象城店)

摄影:YCAD | KiAFIONA(深圳湾万象城店)

摄影:YCAD | KiAFIONA(深圳湾万象城店)

摄影:YCAD | KiAFIONA(深圳湾万象城店)

摄影:YCAD | KiAFIONA(深圳湾万象城店)

摄影:YCAD | KiAFIONA(深圳湾万象城店)

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