昆明长水国际机场“七彩天街”特产店品牌形象设计

近日,“七彩天街”云南特产系列专卖店齐齐亮相昆明长水国际机场C区。领秀设计作为整体项目的品牌设计商,从前期商业概念挖掘到业态分布规划,从VI到SI,全面打造云南特产店整体品牌形象,旨在树立中国特产品牌形象新风范。

昆明长水国际机场是中国面向东南亚、南亚和连接欧亚的第四大国家门户枢纽机场。在高端品牌商店林立、旅客步伐匆匆的国际性大机场里,怎样的品牌形象才能抓住国内外宾客的眼球,并占领受众的心智呢?

定位决定品牌气质,策略引导品牌设计。带着对该疑问的思考,领秀设计充分挖掘云南地域文化特征、机场建地属性、旅客心理特征以及云南特产的第一印象,并针对当下特产商业品牌混乱现状,领秀团队进行了多次头脑风暴及创作会议,最终提炼出“云南真品”这一品牌核心理念,并以云南简称“滇”字作创意发想,弱化“氵”,强化“真”,创作出主品牌标志形象。

同时采用国际前沿的表达手法进行子品牌的个性化演绎,将“云南真品”的品牌定位一览无余的充分展现。整体形象统一有序,又不失子品牌的独立成章。

在品牌核心图形中,设计团队以“七彩云南”的诗意传说,演绎出大自然对云南丰富多彩的馈赠。清新飘逸的七彩丝带,如水一般自由舞动着身姿,传递彩云之滇不仅是美丽空灵的自然风光,更是临别时手提云南真品的回味无穷。

在空间设计上,设计团队通过前期的文化挖掘,确定了“往事重现”的核心策略,力求将云南特产的手作场景鲜活地展现在旅客眼前。

店面使用流媒呈现多面云南的精彩、讲述店内特产的故事,以文化激起受众的深层共鸣,进而引发受众的消费体验行为。


Brand image design of "Qicai Tianjie" specialty store in Kunming Changshui International Airport


Recently, "Qicai Tianjie" Yunnan specialty store appeared in area C of Kunming Changshui International Airport. As a brand designer of the whole project, leader design creates the overall brand image of Yunnan specialty stores from the preliminary business concept mining to business form distribution planning, and from VI to Si, aiming to establish a new style of Chinese specialty brand image.


Kunming Changshui International Airport is China's fourth largest national gateway hub airport facing Southeast Asia, South Asia and connecting Eurasia. In the International Airport with numerous high-end brand stores and passengers in a hurry, what kind of brand image can catch the attention of domestic and foreign guests and occupy the minds of the audience?


Positioning determines brand temperament, and strategy guides brand design. With the consideration of this question, the leader show design fully explored the regional cultural characteristics of Yunnan, the airport construction property, the psychological characteristics of tourists and the first impression of Yunnan specialty. In view of the chaotic situation of the commercial brand of local products, the leader team conducted several brainstorming and creative meetings, and finally refined the core concept of "Yunnan genuine product", and referred to Yunnan as "Yunnan" for short The character is creative and creative, weakening "氵", strengthening "truth", creating the image of the main brand logo.


At the same time, it adopts the international cutting-edge expression techniques to conduct personalized deduction of sub brands, so as to fully show the brand positioning of "Yunnan genuine products". The overall image is unified and orderly without losing the independent chapters of sub brands.

In the core graphics of the brand, the design team deduces the rich and colorful gifts of nature to Yunnan with the poetic legend of "Colorful Yunnan". The fresh and elegant colorful ribbon, like water, freely dances, conveys the Yunnan of colorful clouds, which is not only a beautiful and ethereal natural scenery, but also a lasting aftertaste of carrying Yunnan genuine products at parting.


In terms of space design, the design team determined the core strategy of "reappearance of the past" through the cultural excavation in the early stage, striving to vividly show the handmade scenes of Yunnan specialties in front of the tourists.


The storefront uses streaming media to present the splendor of Yunnan and tell the story of specialty products in the store, so as to arouse the deep resonance of the audience with culture, and then trigger the consumer experience behavior of the audience.






昆明长水国际机场“七彩天街”特产店品牌形象设计

近日,“七彩天街”云南特产系列专卖店齐齐亮相昆明长水国际机场C区。领秀设计作为整体项目的品牌设计商,从前期商业概念挖掘到业态分布规划,从VI到SI,全面打造云南特产店整体品牌形象,旨在树立中国特产品牌形象新风范。

昆明长水国际机场是中国面向东南亚、南亚和连接欧亚的第四大国家门户枢纽机场。在高端品牌商店林立、旅客步伐匆匆的国际性大机场里,怎样的品牌形象才能抓住国内外宾客的眼球,并占领受众的心智呢?

定位决定品牌气质,策略引导品牌设计。带着对该疑问的思考,领秀设计充分挖掘云南地域文化特征、机场建地属性、旅客心理特征以及云南特产的第一印象,并针对当下特产商业品牌混乱现状,领秀团队进行了多次头脑风暴及创作会议,最终提炼出“云南真品”这一品牌核心理念,并以云南简称“滇”字作创意发想,弱化“氵”,强化“真”,创作出主品牌标志形象。

同时采用国际前沿的表达手法进行子品牌的个性化演绎,将“云南真品”的品牌定位一览无余的充分展现。整体形象统一有序,又不失子品牌的独立成章。

在品牌核心图形中,设计团队以“七彩云南”的诗意传说,演绎出大自然对云南丰富多彩的馈赠。清新飘逸的七彩丝带,如水一般自由舞动着身姿,传递彩云之滇不仅是美丽空灵的自然风光,更是临别时手提云南真品的回味无穷。

在空间设计上,设计团队通过前期的文化挖掘,确定了“往事重现”的核心策略,力求将云南特产的手作场景鲜活地展现在旅客眼前。

店面使用流媒呈现多面云南的精彩、讲述店内特产的故事,以文化激起受众的深层共鸣,进而引发受众的消费体验行为。


Brand image design of "Qicai Tianjie" specialty store in Kunming Changshui International Airport


Recently, "Qicai Tianjie" Yunnan specialty store appeared in area C of Kunming Changshui International Airport. As a brand designer of the whole project, leader design creates the overall brand image of Yunnan specialty stores from the preliminary business concept mining to business form distribution planning, and from VI to Si, aiming to establish a new style of Chinese specialty brand image.


Kunming Changshui International Airport is China's fourth largest national gateway hub airport facing Southeast Asia, South Asia and connecting Eurasia. In the International Airport with numerous high-end brand stores and passengers in a hurry, what kind of brand image can catch the attention of domestic and foreign guests and occupy the minds of the audience?


Positioning determines brand temperament, and strategy guides brand design. With the consideration of this question, the leader show design fully explored the regional cultural characteristics of Yunnan, the airport construction property, the psychological characteristics of tourists and the first impression of Yunnan specialty. In view of the chaotic situation of the commercial brand of local products, the leader team conducted several brainstorming and creative meetings, and finally refined the core concept of "Yunnan genuine product", and referred to Yunnan as "Yunnan" for short The character is creative and creative, weakening "氵", strengthening "truth", creating the image of the main brand logo.


At the same time, it adopts the international cutting-edge expression techniques to conduct personalized deduction of sub brands, so as to fully show the brand positioning of "Yunnan genuine products". The overall image is unified and orderly without losing the independent chapters of sub brands.

In the core graphics of the brand, the design team deduces the rich and colorful gifts of nature to Yunnan with the poetic legend of "Colorful Yunnan". The fresh and elegant colorful ribbon, like water, freely dances, conveys the Yunnan of colorful clouds, which is not only a beautiful and ethereal natural scenery, but also a lasting aftertaste of carrying Yunnan genuine products at parting.


In terms of space design, the design team determined the core strategy of "reappearance of the past" through the cultural excavation in the early stage, striving to vividly show the handmade scenes of Yunnan specialties in front of the tourists.


The storefront uses streaming media to present the splendor of Yunnan and tell the story of specialty products in the store, so as to arouse the deep resonance of the audience with culture, and then trigger the consumer experience behavior of the audience.