宝大祥
百年老字号家纺品牌升级
向过去寻找信任
用文化重塑经典
TIME :2023年10月
MS服务:品牌策略 产品策划 视觉设计 语言体系 包装体系 空间植入
品牌诉求
诞生于1924年的宝大祥,靠着超前的经营理念和品牌意识,一度成为上海绸布行业的龙头。然而如今却与市场产生了脱节,让宝大祥重返当代家纺主流成为本次升级的主要目标。
沐山塑造
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南皓老大房
百年老字号烘焙品牌升级
用点心记录上海
TIME:2022年08月
MS服务:品牌策略 产品策划 视觉设计 语言体系 包装体系 空间设计 用户体验
品牌诉求
南区老大房,创立于1902年。它将苏帮点心带到上海,是海派点心的开创源头之一。如何能让老字号继续成为经典,被当下市场认可,成为本次升级的诉求。
沐山塑造
沐山通过调研和产品测试,发现老大房对用户的意义在于其承载的上海味觉记忆。沐山希望把这份日常留下,用上海点心,来记录上海。在淮海中路577号梧桐树下老大房新店内,“上海友人家”品牌的形象与体验由此展开。
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嗨皮儿
以新的视角看待快餐本质
一次充满戏剧性的玩趣食物体验
TIME:2019年4月
MS服务:品牌策略 视觉设计 语言体系 品牌故事 产品规划与塑造 IP形象与插画
品牌诉求
嗨皮儿,南京起家的苏北面皮小吃品牌,面临市场细分、季节性销售波动和缺乏差异化的挑战。
沐山塑造
沐山从增加用户在快餐中的“快乐”体验角度出发,创造面皮游乐园概念,引入角色“皮皮”和“小游客P”,打造七大主题食物乐园,引导食客以趣味视角享受美食,体验戏剧化的饮食空间。
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福与吃面
福文化与快餐新定义
TIME:2021年11月
MS服务:品牌策略 品牌命名 视觉设计 产品规划
品牌诉求
品牌方是一家以菠菜面为特色的面馆,但食材价值感不足,营收受限,希望通过品牌升级提升营收和价值感。
沐山塑造
沐山调研后,决定以“福”文化作为切入口,为品牌命名“福与吃面”,将福与面结合,为用户提供一碗面的幸福时刻。产品上推出鲜牛肉、菠菜面、牛肉汤等健康营养组合,打造复合产品线。用户体验上,在快节奏生活中为用户创造宁静的用餐体验。
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山间日谈
品牌如何走进生活,
与用户建立有温度的连接?
TIME:2023年5月
MS服务:内容策划 展陈体验 视觉设计 周边设计
活动初衷
山间日谈是沐山发起的线下轻分享活动。以“走进生活,连接用户”为主题,邀请7位不同领域的品牌创作者在轻松、自在的氛围里进行交流和分享。
沐山塑造
沐山不想只做一个单纯的知识分享活动,而是希望能营造一个轻松、自由、无负担的活动氛围,创造一些除了“知识”以外的美好瞬间。“在山间轻松的交流”成为这次日谈的出发点,沐山也将这个概念贯穿到了活动的视觉、体验、及物料的设计中。
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EarthClan 泥土家族
TIME:2022年9月
MS服务:内容策划 展陈体验 视觉设计 周边设计
活动初衷
现代社会节奏加快,让人们对日常事物背后的过程视而不见,习惯性的只关注最终结果;
比如农作物端上餐桌之前的旅程:成为美味佳肴,是农作物的终点;而它们的起点,是容易被人们忽略的伴土而生。
沐山塑造
沐山通过【泥土家族】对自然空间进行了一次探索,通过泥土聆听农作物的“语言”,感受其生命力,试图通过“习以为常”的事物,窥见世间万象的可能性。
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