Year
2021
Sectors
B2C
Consumption
Service
Re-branding
primona dream chicken
Faith at the Table
primona Chicken Dreams is dedicated to producing top quality, all-natural chicken products and meat, and is committed to providing the ultimate customer experience.
FOR HEALTH FOR GOOD Faith at the Table
primona Dream Chicken is required by department stores to have a brand identity in order to be sold on the shelves, so the brand design was carried out and trademarks were registered both at home and abroad, thus moving towards the road of branding. After years of operation, "Dream Chicken" has gained a firm foothold and plans to enter the international market.
International Business Strategy
Due to the adjustment of business strategy and market expansion, the original brand identity and design are no longer sufficient for the next stage of application after the completion of the phase of the task. Therefore, Process assisted "Dream Chicken" to carry out brand reengineering to meet the needs of future brand expansion.
In addition, after further interviews with target customers in international markets, it was agreed that the original English name "Foolish Chicken" did not convey the above message, and therefore the decision was made to adjust the English name.
It's like the sun. It's like the sun.
In order to expand the brand to the international high-end market and thoroughly convey the rarity of the brand, Pro has sorted out its brand strategy, refined its core values, redeveloped its English name, and used its unique patented "round chicken essence block" as the inspiration for its brand identity design concept, along with simple and delicate lines to reflect the delicacy and preciousness of chicken. The logo features a dark blue-green background and gold color, symbolizing the brand's sun-like elegance.
Honorary Awards
2020 German National Design Award - Winner, 2019 iF Design Design Award, 2019 Dutch Indigo Design Award - Gold, 2019 Asian Design Award - Winner, 2018 Korea K-Design Design Award - Winner, 2018 Taiwan Top 10 Design Works of the Year, 2018 Asia Pacific Design Yearbook - Selected Works
Design Features
The goal of primona's rebranding project is to ”provide customers with the ultimate service experience,” and we also considered the usage level and the future development and utilization of the brand. Therefore, everything from the brand identity design, packaging, store space to the service process was carefully designed and arranged. We used the design language of the "circle", which represents the essence of the product, to strengthen the connection between the brand identity and the product, and to present a sun-like spirit of excellence.
The packaging design takes into account the process of packaging, carrying and storing, making the whole experience smoother and more flexible. The store design is simple, elegant and bright, allowing customers to focus on the service experience and the product, making primona an epochal leader in chicken essence brands through this rebranding project.
"Not only does it add a new dimension to the traditional chicken essence gift-giving culture, but it is also a very complete rebranding program that takes into account the brand's room for future development."
Brain Magazine
"The Pro Brand played a good listening role in the process, clarifying issues that were not clear to us."
primona Dream Chicken Brand Director - Wong Wing Chun
The new design not only brings the brand image from tradition to modernity, but also has the power to lead into the future. The round symbol in the logo is attractive and iconic, clearly derived from the rounded chicken essence cube, which looks clear and friendly, and has become a reference point for the industry with its excellent appearance.
German Design Award Jury of the German National Design Award
