Year
2022
Sectors
B2C
Consumption
manufacture
Service
Brand Recognition
rebranding
Communication Strategy
Pureign 淳銳
Pursuing the ultimate in water purification
Since the last century, Panda's laundry detergents and liquid detergents have been introduced into every Chinese household under the business strategy of “delivering Panda to every household”, and have become an indispensable part of the kitchen landscape in the memories of both old and new generations. In recent years, the FMCG market has become highly competitive due to the saturated demand in the overall economy and the rise of competitors and the erosion of foreign brands. It has become a new challenge for brands to transform their high market share and inherit their cross-generation brand advantages to achieve consumer upgrades in front of the new generation of consumers.
Research and analytics to accurately capture consumer demographics
A survey of the market reveals that consumer upgrading and the pursuit of personalization have become the mainstream of fast-moving products. Between low-priced and high-priced consumer strength, Pinnacle is targeting the original middle-class consumer group and loyal consumers from classic brands as the main competition area with competitors. Through the injection of new brands, we hope to widen the price range of the White Cat brand.
Conversion of Cleaning Products to Skin-Friendly Concepts
With the rise of environmental awareness, green raw materials have become the main ingredient trend for many cleansing products. Pure and natural soda is the main ingredient in the SODA series of products, and the strategy is to firstly clarify the niche position of turning SODA ingredients into care for sensitive skin.
Furthermore, in order to stand out from the crowd of competing brands, Pro has proposed to break away from the traditional functional emphasis on cleansing, and to convey the concept of skin-friendliness through the product language of the skincare category, using the natural and flexible bubbles of soda to convey the connotation of caring for sensitive skin, so as to elevate the whole series of detergents to a perceptual design.
In the face of the complexity of the whole series of different categories, in order to allow consumers to distinguish different functional series of products in a more intuitive way, Pro for the three functional areas to plan a clear color system for the packaging design application. Through visual intuition and clear differentiation, the products can be more easily entered into the consumer's perceptual memory, and at the same time, enrich the visual diversity of the brand.
Achieve visual integrity in package design by fine-tuning the brand logo
In order to maintain the consistency of the logo and the visual integrity of the package, the classic cat head of the logo was retained and the background fill color was replaced without changing the logo; and the font of the logo was slightly adjusted to achieve overall visual enhancement and consistency. In addition, echoing the core element of the brand, “white cat”, we added a cat claw to the logo of the SODA series, echoing the brand's classic, and adding a little fun to the visual of the series.
In contrast to the traditional rational communication focusing on cleaning functions, the White Cat Soda Series incorporates sensual elements into its design, taking the user's sense of touch as the main entry point for communication, creating differentiation for the series of products in the marketplace, and successfully constructing an in-depth product image for the brand's new series.
