Interview
Interview with zero zero: After building our brand, we made recycling fun!
Walking into zero zero urban environmental protection store, blue and green logo, simple and fresh lines, bright and clean space, just like the most popular cultural and creative store, until the neighboring mothers and mothers, with all kinds of recyclables into the classification weighing, people realize that this is a resource recycling station!
zero zero is a multi-functional online resource recycling platform created by Dafeng Environmental Technology Co., Ltd. through the integration of online applications and physical stores O2O, providing enterprises with perfect resource recycling solutions, computer confidential document file destruction, online booking of various types of resource recycling services, and on the other hand, it also establishes urban eco-shops to provide family personal recycling services, and can accumulate ž coins for free breakfast and various eco-friendly commodities. On the other hand, it has also set up urban eco-shops to provide family personal recycling services and accumulate ž-coins to exchange for free breakfast and various eco-friendly commodities. After effective recycling and processing, the back-end portion of the recycling service can be developed into raw materials for recycled plastic and green products. Lai Hongwei, senior manager of zero zero, said that with the belief of "good recycling, good life", zero zero combines the Internet and technology, and is committed to promoting convenient, friendly, efficient, and diversified recycling and environmental protection services, and hopes to subvert the traditional stereotypes with innovative thinking to make recycling more interesting, and hopes to achieve the goal of "zero-waste, full-cycle," and to do its part in contributing to the earth's environment.
zero zero senior manager Lai Hongwei (right) and Process Pro Brand Lee Kwok Wing (left) pose for a photo at the store after the brand's construction, and the store design also presents the brand's spirit and identity in its entirety.
From Corporate Marketing to Branding
As Taiwan's environmental protection industry recycling leader, will go to the brand building this road, Lai Hongwei believes: "the company has no lack of image marketing, we should return to the more practical side of the operation, through the brand building, not only the company's internal up and down the more cohesive centripetal force to carry through the entrepreneurial spirit, and externally can also be more effective in improving the public's sense of identity, in order to be reflected in the basic business performance.
Lai Hongwei said that in the past, people's awareness of environmental protection was not strong enough, and the impression of recycling also remained in the underprivileged "rags" dirty environment, so the company has also spent a lot of money and time in doing corporate image marketing. However, he admitted, "We are after all an enterprise, and we have to work hard to make money to support the families of our employees. It's not enough to do public service activities and advertise our image without actually improving our business performance and effectiveness.
In order to enhance the high value of recycling logistics, the app "zerozero" has been developed to build a traceable recycling interactive platform, which allows users to find the nearest recycling station or book a Daifeng-affiliated recycling truck online to collect the recyclables at their homes. Similarly, the drivers of the recycling trucks franchised by Dafeng can also use the app to go to the nearby locations of users in need of service, which makes the recycling work more efficient and reduces the time wasted unnecessarily.
At the same time, Da Feng has also found Process to provide zero zero branding assistance. EPILEDS YEH, the creative director of Process Brand, said that the biggest challenge of this design is that there is no relevant benchmark to analyze or refer to in this industry, so it takes a lot of effort to transform the spirit that the creator wants to convey into a physical vision. In the end, he used two different green colors as the brand identity, and presented the shape of the logo with a smiling curve, symbolizing the brand character of being friendly to the environment and human beings. In addition, in order to enhance the brand's vibrant personality and fun to use, a series of consistent design applications were extended with the design principles of diversity, flexibility and recycling. "I remember my boss saying 'creativity is intangible', which sounds abstract at first, but later became a source of inspiration," said Mr. Yip. I remember my boss saying 'creativity is intangible', which sounded very abstract at first, but it turned out to be a source of inspiration," says Yip.
With a clear concept of brand identity and design, Lai not only used it in the app, but also expanded its application in the actual urban eco-store, combining the spirit of "zero-waste, full recycling" with the brand's aesthetic concept, which is undoubtedly revealed in the spatial design of the store.
Senior Manager of zero zero, Mr. Lai Hongwei (right) is leading Pro Brand Honorary Advisor, Mr. Lee Kwok Wing (2nd right) and Creative Director, EPILEDS YEH (1st left) to visit the re-branded store and experience the consumer journey.
Positive Benefits of Branding: Good Neighbors in the Community Attracting Young Adults Changing Stereotypes
Comprehensive visual change, have to spend more on redecoration expenses, of course, at first for the franchisee manager, more or less will feel puzzled and disturbed, but the company's strong support, emphasizing that the franchisee only need to focus on increasing the number of members and the market share of the performance, rather than profit and loss, for the store, is a great encouragement. Sure enough, after winning the K-DESIGN Silver Award in Korea last year, zero zero was even recognized by the iF Design Award in Germany earlier this year, and won the Red Dot Design Award in the second half of the year. Its friendly and fun brand personality is not only recognized internationally, but also gradually gained more recognition from the public when it returned to Taiwan, not only the number of members increased greatly, but also the amount of recycling increased significantly.
Due to the brand's strategy and image, zero zero also applied the brand identity elements to the brand image posters.
To emphasize the digitalization of the service, zero zero has also continued this brand feature by designing an illustration.
Lai Hongwei told us that one of the most obvious changes is that it has attracted more young people, and at the same time, it has greatly improved the quality of the store, which has not only been reported by the media, but has also been actively requested by many schools to bring students to off-campus teaching activities, and has also been integrated with many clubs to organize various handmade courses, making it the most popular neighbor in the community, so the number of people who have inquired about joining the store has increased significantly, and there are even some high-grade residential buildings that have requested to open a shop in the community. There are even high-class residential projects that require the opening of an urban eco-shop in the community, which has become a synonym for green and quality living.
Brands take time to ferment and should not be viewed in terms of short-term cost-effectiveness.
"It took us a long time to do this, and of course we had a lot of internal doubts, but now that the brand has been built up, not only do the employees have a better idea of how to express the company's entrepreneurial spirit, but they have also become addicted to the aesthetics of the overall environment, sometimes telling us that the office garbage doesn't fit with the company's zero-waste culture, or that there are still some parts of the design that can be integrated, and ideas are coming out of the blue. Ideas kept coming, and the energy was beyond expectation. However, Mr. Lai suggested that
Brand building is a step-by-step process that takes time to ferment, and it is not possible to see immediate results in a short period of time, so it is important not to look at it superficially with the concept of cost-effectiveness.
In addition.
Brand building is a core value of self-examination, as well as the process of systematic thinking, which is the overall strategic thinking, rather than just playing tactics.
Therefore, it is very important for bosses and supervisors to recognize the importance of the program so that it can be implemented more smoothly.
Continuing with its identity and design, zero zero has developed a branded business card with a bold and interesting color scheme.
The zero zero eco-friendly canvas bag is also a continuation of the brand's identity, which has been implemented into the physical peripheral goods.
Give the profession to the professional, how to combine environmental protection with technology, is my profession; do the brand of professional, we will leave the professional Pro brand to do!
The most precious thing in the world is “time”, spend time on what you are good at and should focus on, and leave the rest to the professionals. Lai Hongwei, a former IT and e-commerce executive, said.