苔有力-国民海苔零食新生代 | IFPD案例

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发布于2022-01-14

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苔有力-国民海苔零食新生代

The most powerful national seaweed snacks - TAIYOLI

如何从0塑造一个新兴品牌的三个步骤

挖掘自身优势

塑造潜力形象

拓宽市场份额

由点切入,我们深达海产制造一线,为产品进行了深度选品及口味调试,对市场进行了深度分析和了解,最终确立了苔有力品牌的诞生。

Three steps of how to shape a new brand from 0Digging their own advantagesShape potential imageExpand the market shareCutting from points, we went deep into the first line of seafood manufacturing, carried out in-depth product selection and adjustment of flavor, then conducted deeply research and analysis of the market, finally determined the birth of TAIYOLI.

文化背景

Culture Background

海苔,一词源自于日本;在日语中,'海苔'就写作“海苔”,平假名:のり ,片假名:ノ リ ,罗马音:no ri 。

此次的主角来自福建霞浦-霞浦是“中国海带之乡”、“中国紫菜之乡”,位于福建省宁德市辖县,地处台湾海峡西北岸,坐落福建省东北部。海洋鱼类700多种,滩涂生物200余种,主产大黄鱼、石斑鱼、弹涂鱼和海带、紫菜、牡蛎及蟹、蛏、蛤、蚶等,沙江剑蛏、牙城七都、盐田花蛤饮誉省内外。其中尤以霞浦海苔最具盛名。

The protagonist of this time is from Xiapu, Fujian. Xiapu is the 'Hometown of Kelp in China' and 'Hometown of Laver in China'. It is located in a county under the jurisdiction of Ningde City, Fujian Province, on the northwest coast of the Taiwan Strait and in the northeastern part of Fujian Province. There are more than 700 kinds of marine fish and more than 200 kinds of tidal flat creatures. The main products are large yellow croaker, grouper, mudskipper and kelp, seaweed, oysters and crabs, clams, etc. Shajiang sword clam, Yacheng Qidu, Yantian flower clam are well known inside and outside the province. Among them, Xiapu seaweed is the most famous.


品牌优势

Brand advantage

霞浦的海产优势是众所周知的,而苔有力座拥霞浦地区有力的海苔生产制作及多口味研发基地,可更好的为广大人民群众提供质优味美的海苔美食。特有的海苔口味研发组更是为品牌提供了创新口味的有力保证。卫生干净美味独特,率先通过三个口味产品入市。分别是原味/芥末味/川辣味,为不同消费者提供了更多的选择。

Xiapu's seafood advantages are well known, and TAIYOLI is located in a powerful seaweed production and multi-flavor R&D base in the Xiapu area, which can better provide the masses with high-quality and delicious seaweed delicacies. The unique nori taste research and development group is a strong guarantee for the brand to provide innovative taste. Clean, delicious and unique are the first to enter the market through three flavors. They are original/wasabi/Sichuan spicy flavor, providing more choices for different consumers.

品牌故事

Brand Story

苔有力,由肖月眉女士创立于2020年,是一家集休闲食品研发、加工分装、零售服务的连锁品牌,为打造霞浦地方特色国民零食-海苔为主的食品加工贸易型企业。

苔有力品牌是以年轻活力的IP-冲浪阿力的形象带入,为品牌注入了时尚鲜活的质感。

苔有力始终如一地把产品安全和品质作为企业发展的生命线。“天然健康,创新美味”是苔有力产品战略的最高追求!“多维度品质把关,好吃安全放心”是苔有力对消费者的郑重承诺。

TAIYOLI, founded by Ms. Xiao Yuemei in 2020, is a chain brand integrating leisure food research and development, processing and packaging, and retail services. It is also a food processing and trade enterprise focusing on the creation of Xiapu local specialty national snacks - seaweed.

The TAIYOLI brand is brought in with the image of a young and energetic IP-surfing Ali, injecting a fashionable and fresh texture into the brand.TAIYOLI consistently regards product safety and quality as the lifeline of enterprise development. 'Natural health, innovation and delicious' is the highest pursuit of the strong product strategy. 'Multi-dimensional quality control, delicious, safe and assured' is a solemn commitment to consumers.

品牌命名

Brand Name

苔有力的命名围绕着产品属性海苔进行延展,有力是品牌力量的象征,我们童年时看过的大力水手吃菠菜的场景也正是给了“菠菜”一个符号,而海苔同样也可以塑造有力的形象,通过健康向上的定位命名传递企业阳光活力的品牌姿态与传递给消费者的生活态度。这正是苔有力品牌从视觉味觉感官传递的品牌价值。

The name of TAIYOLI revolves around the seaweed to extend product attributes, powerful is the symbol of brand power. The scene of Popeye eating spinach that we saw in our childhood also gave 'spinach' a symbol, and seaweed can also shape a powerful image, through the healthy and upward positioning and naming, conveys the brand attitude of the company's sunshine and vitality and the life attitude conveyed to the consumers.This is the brand value that TAIYOLI conveys from the sense of vision and taste.


品牌定位

Brand positioning

国民海苔零食

National nori snack

品牌广告语

Brand SLOGAN

简单即有力,健康苔有力

Simplicity is power, and health is strength

市场定位
Market localization

人群定位:3岁+ (部分疾病患者不宜食用)

经济水准:大众消费群体

品味倾向:不限

食用场景:居家/办公/旅行/会客/送礼

期       待:天然健康,创新美味

Population positioning  :  3 + years old (not suitable for patients with some diseases)

Economic level  :  mass consumer groups

Taste inclination  :  Unlimited

Food scene  :  home/office/travel/visitors/gifts

Future  :  natural and healthy, innovative and delicious

品牌视觉识别部分

Brand visual identity section

标志形象&IP设计说明:

Logo image &IP design description:

阿力
-

活力四射,勇往直前阿力作为我们为苔有力品牌命名的海产品(海苔主打)IP,我们为其赋予了鱼头套一身的运动冲浪造型,象征品牌的活力四射与勇往直前的品牌属性。色彩上使用了海洋绿的通透质感作为品牌主色调,辅助色方面则分别增添了不同亮色系的配色与产品作为搭配。文字则通过设计上扬了30°与图形本身形成呼应。

ALi

-

Be energetic and move forwardAs our seafood PRODUCT (mainly seaweed) IP named for TAIYOLI, we have given it a sports surfing style with a fish head cover, which symbolizes the brand's vitality and courageous brand attributes. In terms of colors, the transparent texture of ocean green is used as the main color of the brand. In terms of auxiliary colors, different bright colors and products are added as matching colors. The text is raised 30° through the design to echo the graphics themselves.

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