青藏源

Qingzangyuan

高原野生羊肚菌

Since 1978 Years

Background

青藏源是国内羊肚菌乃至高原食用菌的领导品牌，自1978年创建以来，前期以出口和批发业务为主。随着国内消费升级，羊肚菌市场的逐步普及，人们对健康优质食材的需求越来越高。作为高原食用菌行业标准的制定者和市场领导者，青藏源进入零售市场，意欲在零售市场成为消费者心智中羊肚菌的领导品牌。
Qingzangyuan is the leading brand of morels and even plateau edible fungi in China. Since its establishment in 1978, it has mainly focused on export and wholesale business in the early stage. With the upgrading of domestic consumption and the gradual popularity of the morel market, people's demand for healthy and high-quality ingredients is increasing. As the setter and market leader of the plateau edible fungus industry standard, Qingzangyuan entered the retail market, intending to become the leading brand of morels in the minds of consumers in the retail market.

Design concept

羊肚菌作为高端食材，曾出口到欧美，并且是欧美等国宴的常备食材。对于高端食材来说，最重要的价值认知是建立在原产地。青藏源本身的品牌名称具备非常高价值的品牌联想——青藏高原，品牌定位绑定青藏高原原产地，建立高原食用菌=青藏源的认知。把用户心智中对青藏高原最直观的符号联想——雪山，作为青藏源的品牌符号，体现产品的纯净原生态，并从藏文的笔触中提炼出造型细节，设计青藏源的中文字体LOGO，多维度展现青藏高原原产地价值。

Morel, as a high-end ingredient, has been exported to Europe and the United States, and it is a standing ingredient for state banquets in Europe and the United States. For high-end ingredients, the most important value perception is based on the place of origin. The brand name of Qingzangyuan itself has a very high-value brand association-Qinghai-Tibet Plateau. The brand positioning binds the origin of the Qinghai-Tibet Plateau and establishes the recognition that the plateau edible fungus is equivalent to the Qinghai-Tibet origin. As the most intuitive symbol association of the Qinghai-Tibet Plateau in the user's mind, Snow Mountain, as the brand symbol of Qinghai-Tibetan origin, reflects the pure original ecology of the product, and extracts the modeling details from the Tibetan brushstrokes, and designs the Chinese font LOGO of Qinghai-Tibetan origin. The dimensions show the value of the origin of the Qinghai-Tibet Plateau.

服务内容

品牌策略 | 品牌视觉 | 品牌包装

服务时间

In November 2020

客户

甘南青藏源生物科技发展有限责任公司

项目成果

• 建立聚焦品类的品牌定位，强化青藏源的产地资源优势；

• 创建突显青藏高原原产地优势的品牌识别符号，让用户快速感知联想到高原原产地对产品的品质保证。

• 创建面向不同细分和需求场景的产品包装系统