balabala premium
beyond imagination
beyond imagination
#balabala童装
#balabala premium
#b/p
2021年,品牌方通过层层筛选,最后直接委托0708进行balabala高端线的品牌系统全案升级,面对市场强烈竞争,balabala巴拉童装需要发展高端线,给高端消费者更好体验以及吸引部分竞品高端消费者。
目标市场定位于高端消费群,商圈界定在高端mall,如银泰、太古汇、IFC、IGC等购物中心,从客户沟通及提供资料分析,巴拉发展高端童装品牌存在问题包括:品牌力不足,缺乏品质感、高级感、精致感。原有品牌价值主张,“童年不同样”是否适合巴拉的高端线品牌?梦想、探索、爱心、玩乐的标签是否能够准确传达高端线品牌价值?童年不同样,传递有趣与个性的价值。高端线品牌注重品质感、高级感,我们该如何平衡高级与有趣、精致与个性呢?
根据中高端消费人群洞察报告分析显示,主要策略人群为宠娃精致妈妈。那么巴拉高端线品牌需要怎样的价值主张和标签?
我们认为,高级即做减法,个性即做自己,敢于表达不同和多元的价值主张。怎样表达不同和多元的价值主张?我们从产品布局出发,未来巴拉的产品布局要形成balabala + 即巴拉未来无限的可能性,诸如联名IP设计师,如JASON WU、贝嫂、CHENPENG等和联名创新,中国火星探测计划,艺术环保,科技有机,元宇宙等等的一切创新。
我们提出了出全新巴拉“想象之外”的价值主张。基于“想象之外”的品牌价值主张,为品牌构建了独具识别的品牌超级符号,恰与balabala +未来的可能性不谋而合,打造品牌第一视觉锤。
—标注线
它是表达、是重点、也是答案,亦是更多的可能性...
服务
时尚 童装 服饰
地点
中国 上海
客户
森马集团
接触
品牌价值提炼
超级符号建立
VI新视觉
品牌空间零售
官网视觉
超级符号建立
VI新视觉
品牌空间零售
官网视觉
品牌持有
浙江森马服饰股份有限公司
![](https://res.0708ad.com/uploads/20220428/acc0cc113b42ea8057c9bb13a291ebe4.jpg)
![](https://res.0708ad.com/uploads/20220422/39f5e63402a4a9bd8d3892c071adbb9e.jpg)
![](https://res.0708ad.com/uploads/20220422/16e0a1f0187216a1362a4293755aa394.jpg)
![](https://res.0708ad.com/uploads/20220422/8c96e4fe48746970ca29127873609ba2.jpg)
![](https://res.0708ad.com/uploads/20220419/9aa1015992fbe96b8806bcaa08b5928b.gif)
![](https://res.0708ad.com/uploads/20220422/35d7be95f23942cad0bf3e932758c09a.jpg)
![](https://res.0708ad.com/uploads/20220422/cf728820d98958aa40557ba962a2df6a.gif)
![](https://res.0708ad.com/uploads/20220422/fdf58f568bd4969d160221527ea9e596.jpg)
![](https://res.0708ad.com/uploads/20220419/bf1b9cd72d4a97fb425b1c0bdc89ab99.jpg)
![](https://res.0708ad.com/uploads/20220422/95a0c9d6dc62bab985063fa91cc8c76b.jpg)
![](https://res.0708ad.com/uploads/20220422/17d41a643d6cf539f212cde1db45996f.jpg)
![](https://res.0708ad.com/uploads/20220428/acc0cc113b42ea8057c9bb13a291ebe4.jpg)
![](https://res.0708ad.com/uploads/20220422/39f5e63402a4a9bd8d3892c071adbb9e.jpg)
![](https://res.0708ad.com/uploads/20220422/16e0a1f0187216a1362a4293755aa394.jpg)
![](https://res.0708ad.com/uploads/20220422/8c96e4fe48746970ca29127873609ba2.jpg)
![](https://res.0708ad.com/uploads/20220419/9aa1015992fbe96b8806bcaa08b5928b.gif)
![](https://res.0708ad.com/uploads/20220422/35d7be95f23942cad0bf3e932758c09a.jpg)
![](https://res.0708ad.com/uploads/20220422/cf728820d98958aa40557ba962a2df6a.gif)
![](https://res.0708ad.com/uploads/20220422/fdf58f568bd4969d160221527ea9e596.jpg)
![](https://res.0708ad.com/uploads/20220419/bf1b9cd72d4a97fb425b1c0bdc89ab99.jpg)
![](https://res.0708ad.com/uploads/20220422/95a0c9d6dc62bab985063fa91cc8c76b.jpg)
![](https://res.0708ad.com/uploads/20220422/17d41a643d6cf539f212cde1db45996f.jpg)
![](https://res.0708ad.com/uploads/20220709/2c6efb4dc6d6d7a0e61cead3540ae9a3.jpg)
![](https://res.0708ad.com/uploads/20220709/2ee2ea132446f1ffb4509cda9bbf7897.jpg)
![](https://res.0708ad.com/uploads/20220709/696f1cff9e9001f71c06244897406985.jpg)
![](https://res.0708ad.com/uploads/20220709/27a585899900d75a57693918ff88348b.jpg)
![](https://res.0708ad.com/uploads/20220709/b2488fd7e1df07b32bcac6bb6848f60f.jpg)
![](https://res.0708ad.com/uploads/20220709/1982eeb5f03d9edec194bc87b898b378.jpg)
![](https://res.0708ad.com/uploads/20220709/e4e68c17f4b3067935e48d13afeab132.jpg)
![](https://res.0708ad.com/uploads/20220709/32c5489e8024df7c02c349b028058c40.jpg)
![](https://res.0708ad.com/uploads/20220709/9dbcc33463eeb5f92c5718f78f0d6558.jpg)
![](https://res.0708ad.com/uploads/20220709/b57863664e6954639ffb129d0ca18c3b.jpg)
![](https://res.0708ad.com/uploads/20220711/f5416e4ab5bfa6412bdc5030e0060dda.jpg)
![](https://res.0708ad.com/uploads/20220711/8adbe1deac8e9737bf03e08d397475dc.jpg)
![](https://res.0708ad.com/uploads/20220709/dce89c9af594e3f25380fe4acca4ae7b.jpg)
![](https://res.0708ad.com/uploads/20220711/2c76aa85d4779e957b99e9335c7b830b.jpg)
![](https://res.0708ad.com/uploads/20220711/f349ec1efc8306942c1c2a2d59d360a9.jpg)
![](https://res.0708ad.com/uploads/20220712/8dc0b3c328eb06745abe534ba7dbd890.jpg)
![](https://res.0708ad.com/uploads/20220422/343940d9220219166ecc4336649cdd58.gif)
![](https://res.0708ad.com/uploads/20220422/189de82cbf26d1efe9ff4c095a15f26c.jpg)
![](https://res.0708ad.com/uploads/20220422/34ce16c8c29774865b8de968e03729a2.jpg)
![](https://res.0708ad.com/uploads/20220419/d246ecc65754b44d5f1749aa138745e9.jpg)
![](https://res.0708ad.com/uploads/20220422/6283901763258b14ff4a6767ba8fd488.jpg)
![](https://res.0708ad.com/uploads/20220419/fc69a706a0b02d795da3ed2f129565c5.jpg)
![](https://res.0708ad.com/uploads/20220422/9507913adb21803bd7500221ebb97fd7.png)
![](https://res.0708ad.com/uploads/20220419/7d3fec73e29c6c548c5aafcd8da87256.jpg)
![](https://res.0708ad.com/uploads/20220422/afae3793ebc28ca912345abf38e6f148.jpg)
![](https://res.0708ad.com/uploads/20220419/8d97bec340f961d9c83ff9c61c5c50c4.jpg)
![](https://res.0708ad.com/uploads/20220419/c70b33cc66d39ace7ad1d5dd2bb1e5d2.jpg)
![](https://res.0708ad.com/uploads/20220422/b179853fac83c7ff4c89b747176a58ff.gif)
![](https://res.0708ad.com/uploads/20220709/2c6efb4dc6d6d7a0e61cead3540ae9a3.jpg)
![](https://res.0708ad.com/uploads/20220709/2ee2ea132446f1ffb4509cda9bbf7897.jpg)
![](https://res.0708ad.com/uploads/20220709/696f1cff9e9001f71c06244897406985.jpg)
![](https://res.0708ad.com/uploads/20220709/27a585899900d75a57693918ff88348b.jpg)
![](https://res.0708ad.com/uploads/20220709/b2488fd7e1df07b32bcac6bb6848f60f.jpg)
![](https://res.0708ad.com/uploads/20220709/1982eeb5f03d9edec194bc87b898b378.jpg)
![](https://res.0708ad.com/uploads/20220709/e4e68c17f4b3067935e48d13afeab132.jpg)
![](https://res.0708ad.com/uploads/20220709/32c5489e8024df7c02c349b028058c40.jpg)
![](https://res.0708ad.com/uploads/20220709/9dbcc33463eeb5f92c5718f78f0d6558.jpg)
![](https://res.0708ad.com/uploads/20220709/b57863664e6954639ffb129d0ca18c3b.jpg)
![](https://res.0708ad.com/uploads/20220711/f5416e4ab5bfa6412bdc5030e0060dda.jpg)
![](https://res.0708ad.com/uploads/20220711/8adbe1deac8e9737bf03e08d397475dc.jpg)
![](https://res.0708ad.com/uploads/20220709/dce89c9af594e3f25380fe4acca4ae7b.jpg)
![](https://res.0708ad.com/uploads/20220711/2c76aa85d4779e957b99e9335c7b830b.jpg)
![](https://res.0708ad.com/uploads/20220711/f349ec1efc8306942c1c2a2d59d360a9.jpg)
![](https://res.0708ad.com/uploads/20220712/8dc0b3c328eb06745abe534ba7dbd890.jpg)
![](https://res.0708ad.com/uploads/20220422/343940d9220219166ecc4336649cdd58.gif)
![](https://res.0708ad.com/uploads/20220422/189de82cbf26d1efe9ff4c095a15f26c.jpg)
![](https://res.0708ad.com/uploads/20220422/34ce16c8c29774865b8de968e03729a2.jpg)
![](https://res.0708ad.com/uploads/20220419/d246ecc65754b44d5f1749aa138745e9.jpg)
![](https://res.0708ad.com/uploads/20220422/6283901763258b14ff4a6767ba8fd488.jpg)
![](https://res.0708ad.com/uploads/20220419/fc69a706a0b02d795da3ed2f129565c5.jpg)
![](https://res.0708ad.com/uploads/20220422/9507913adb21803bd7500221ebb97fd7.png)
![](https://res.0708ad.com/uploads/20220419/7d3fec73e29c6c548c5aafcd8da87256.jpg)
![](https://res.0708ad.com/uploads/20220422/afae3793ebc28ca912345abf38e6f148.jpg)
![](https://res.0708ad.com/uploads/20220419/8d97bec340f961d9c83ff9c61c5c50c4.jpg)
![](https://res.0708ad.com/uploads/20220419/c70b33cc66d39ace7ad1d5dd2bb1e5d2.jpg)
![](https://res.0708ad.com/uploads/20220422/b179853fac83c7ff4c89b747176a58ff.gif)
•相关资讯
推荐案例