JUSEN
高端柜体五金领跑者
高端柜体五金领跑者
合作源起
0708和炬森的合作源起于听到品牌方对于董事长的故事开始,深受董事长创业历程和对产品的匠心执着的情怀而感动,这种精神正好与0708品牌倡导的对设计出品的标准不谋而合,所以我们双方都没有太多的顾忌就基本达成了合作协议。
品牌现状体检
我们对炬森经营现状进行评估,以明确品牌当前所处的战略阶段,对企业的各个角色部份进行了访谈,得知炬森企业重视研发,产品技术及品质均领先于行业,可全空间、无死角的应用于家具柜体。然而,作为认知上的新品牌,炬森的渠道营销启动时间较短,热度较低,并未被用户广泛认知、接受和选择,因此,品牌亟需结合竞争环境确立定位,展开系统性营销,完善运营,以高效对接需求、获得选择。
竞争形势分析
接下来,我们对炬森当前所处的竞争形势进行分析在家具五金配件领域,已经诞生了以东泰、百隆为代表的国内、外强势品牌,并且已进入经销商心智,且品类发展成熟,将进入存量市场的争夺。但是,五金配件技术一直在不断迭代,市场也期待新产品、新技术带来新价值;再者,大多国内企业未有品牌塑造意识和能力,大多业内的知名品牌在终端消费者中也并无认知,而且,家具五金仍然存在品类细分的空间,因此,结合企业技术创新优势,进行品类细分,炬森有机会打造领先的专业品牌,代言品类。
战略定位确立
明确了炬森所处的战略阶段,结合竞争形势,我们提出炬森的战略定位,以高效开创顾客,胜出竞争,领导品类。由“阻尼门铰定制大师”升级为“高端柜体五金领跑者”,由原来的工业精品形象转为面向大众用户的高端五金形象。
高端柜体五金领跑者
1、品类细分,归属:“柜体五金”;
2、对接“高端五金”的市场需求;
3、行业地位:“领跑者”,即抢占一个有利的位置,意寓“第一”。
品牌故事
柜体五金,不选进口就选炬森。
从发明液压铰链,到全球首推OT开门器,
炬森引领创新16年,产品畅销欧美日。
炬森,高端柜体五金领跑者。
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超级符号的建立
品牌视觉系统中构建一个强有力的超级符号至关重要,没有系统性的视觉锤再好的语言钉也会走向穷途末路。
在前期的调研走访中,品牌方团队也给到了非常多的信息,让我们更清楚了解到炬森二十年聚焦主业的专注与创新能力。
那么如何表达出炬森产品本身的属性,又能表达出品牌的专注、聚焦?在创作中我们做过太多的尝试,但都被内部团队否定了,我们认为不要刻意去做一个毫无相关的图形,而应该从产品本质出发。在炬森最核心的产品铰链上,我们发现炬森品牌天生独特的基因已经摆在了我们面前,就是把两个铰链产品拼合在一起,构成了两个J字(也是炬森JUSEN英文的开头字母),同时也是柜体打开时的开合动作,巧夺天工,一个强有力的超级符号就此诞生,表达了炬森既宽容,又聚焦,既有尺度而又不断突破创新。
大道至简的东西就是看起来没有“设计”,但恰恰这就是我们需要的设计。
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