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.