shop, firm, or brand of merchandise with a long-established reputationAs the ''gold standard'' in business development
Possession in the economic sphere of consumptionimportance
Despite the rich historical and cultural heritage of the old firms
But they still face challenges in today's marketLots of challenges.
For example, in response to the changing needs of the domestic market
Updating the brand image to match the aesthetics of the times, etc.
At the Sino-German Branding School
Multiform Brandingclassrooms
Sino-German students for the long-established brand of theRejuvenation attempt
Provides a diverse range ofYouth Perspectives
For the revitalization of old brands
Contributed in a small way
Recently, the 21st class of Visual Communication students in the Sino-German Branding Department participated in theShanghai Longmen Aquatic Products Brand Renewal ProjectSuccessful completion of the project. In the report meeting, Mr. Hou Yang from Shanghai Longmen Aquatic gave affirmation to the students' project results.
Course Introduction
Multiform Branding Design is a required major course in the junior year of the Visual Communication program designed toExplore the diversified forms of brand design, including graphic design, packaging design, brand strategy design, etc... This course was organized bycenterAssociate Dean, De School of Design and CommunicationHaixian Ni, Distinguished Professor, Department of Gaudi and SciencesCo-teaching. The main purpose of this course was to study the brand revitalization strategy of three long-established brands, namely "Wu Liang Cai Optical", "Meijiajing" and "Shanghai Longmen Aquatic Products", from the perspective ofIP design, product packaging design, product promotion main visual series poster design, brand positioning, etc.The aspect unfolds.
Gao Di, Vice Dean of SGFB
Haixian Ni, Distinguished Professor of the Faculty of Science and Technology
Program Overview
"Shanghai Fishery has a long history, its predecessor can be traced back to 1904, when the patriotic industrialist Zhang Jian founded the company.China's first modernized fishing company -Jiangzhe Fisheries CompanyIn 1985, Shanghai Pelagic Fishing Company was established, and in the same year, Shanghai Fisheries Group was listed, and in 1998.Trademark registration of "Dragon Gate", marking the enterprise's move towards branding. Nowadays, Aquatic Group has grown into a Chinese offshore fishing multinational enterprise with a global layout and a reputation in the international fishing industry.
In this project, students were asked to complete a series covering 4 major product lines: Longmen Fishing, Longmen Fast Kitchen, Longmen Schoolhouse, and Longmen GiftProduct Packaging DesignThe design can be centered on the existing raw materials of Longmen, and can be innovative in terms of name and packaging form. At the same time, students need to combine the brand of LongmenAttributes, Positioning and AdvocacyThe company is also designing an IP image that fits the brand's identity and is new, interesting and easy to communicate.
Offline Visit
During the course of the program, Vice Dean Gaudi led the students to Shanghai to visit the store of Shanghai Fisheries Group Longmen Food Co.field researchThe students visited Longmen Aquatic's ring screen showroom. During this period, the students visited Longmen Aquatic's ring screen showroom to watch a panoramic video to understand theBrand product characteristics, development historyand other information.
Meanwhile, instructors from Longmont Aquatic's marketing department introduced the students to the brandMain products developed and brand identity promoted. The students also communicated with the corporate mentors at the site on the program of the group's output.
Client Presentation
Students from the Visual Communication Design program of the 21st year of the Sino-German Branding Department organized themselves into teams and actively worked on the branding needs of Shanghai Longmen Aquatic Products.Project research and content creation. The post debriefing took place in an offline format, with the teams presenting to the brand leaders theirMarket research findings and program results.
Among them, the program designed by "Ah this this this this team" formed by Chen Yifei (team leader), Shen Siyu, Lv Chen and Deng Suhui was highly praised by the tutors. As a long-established brand in Shanghai, Shanghai Longmen Aquatic Products is currently facing the following problemsLimited dissemination, inconsistent visualization, etc.The team therefore refined the brand's strategic positioning on the basis of the The team therefore refined the strategic brand positioning based on the"Chivalry and Fresh Winds at the Dragon Gate"The company created an image of a righteous and courageous warrior and used this IP image as a visual hammer in several packaging scenarios, conveying the characteristics of the product while allowing customers to get the "chivalrous and delicious" taste of Shanghai.
Mr. Hou Yang from the marketing department of Shanghai Longmen Aquatic Products affirmed the students' interest in theBrand ToneThe grasp of the program and gave further suggestions for the subsequent landing of the program. He pointed out that for different product lines of Longmen, the IP image can be based on the brand tone with moreVariants and Derivatives.
Mr. Hou Yang from Shanghai Longmen Aquatic Marketing Department
Prof. Ni Haixun said that leading students to participate in the old brand revitalization project is of great significance. Such a program can provide students withOpportunities for practicethat allow them to learn and apply what they have learned in a real business environment.Developing practical skills and creative thinking. For established brands, students, as a younger generation, can bring moreNew perspectives and thinking, energizing and innovating the brand. By participating in such programs, students are also able to feel their value and impact, while developing a sense of social responsibility and teamwork, laying a solid foundation for future career development.
Student's Feedback
I am honored to be deeply involved in this challenging project, and I believe that the rejuvenation of old brands is not only a rebranding, but also an inheritance of values with far-reaching significance. Through the practical class of this project, we not only crossed the boundaries of branding theory, deeply understood and realized the practical application of knowledge, but also saw the needs and values of the old brands to be renewed in the development of the times. The communication and reporting process with the brand also brought us a strong motivation for learning and practicing.
--- Yifei Chen, Class 212, Visual Communication 2+2 Program
I realize that China's long-established brands, in addition to inheritance, also need to carry forward the development, and the development can focus on the new trends of consumption such as youth, internationalization, fashion, and then the application of new technologies, new materials, new ideas, accelerate the integration of innovation, to better meet the individualized and diversified consumer demand, and revitalization of the long-established brands.
--Shen Siyu, Class 212, Visual Communication 2+2 Major
We can learn from the project the relationship between tradition and modernity, and the profound influence of traditional culture on modern design. Through learning, we give unique cultural connotation and aesthetic value to the old brands. Nowadays, traditional culture and modern technology collide fiercely, and in this collision and fusion, each of them takes on a new vitality. We should also think about how to combine tradition and modernity to create a better future, so that the old brands get new development.
--Lu Chen, 212, Visual Communication 2+2 Program
This project practice allowed me to learn more about the connotation and culture of Chinese old brands as well as the humanistic history behind them. I also learned how to use modern design elements, combine traditional elements, and retain traditional characteristics while integrating, innovating and improving, so as to make the old brands more in line with the needs and aesthetics of the new generation. I realized that an old company should not be just three words, but should have a distinctive background of traditional Chinese culture and a deep cultural heritage.
--Deng Suhui, 212, Visual Communication 2+2 Program
English