夢潔

行業背景

夢潔，高端床上用(yòng)品品牌，夢潔深耕高品質(zhì)床上用(yòng)品66年，夢潔100%精(jīng)選全球原料與設計，累計獲得749項專利。夢潔創于1956年，隸屬于夢潔股份[002397]，專注高品質(zhì)床上用(yòng)品66年，連續13年高端床上用(yòng)品全國(guó)銷量第一。

Industry Context

Mengjie, a premium bedding company, Mengjie has been actively involved in the production of high-quality bedding for 66 years. Mengjie uses only worldwide raw materials and designs, and has amassed a total of 749 patents. A division of Mengjie [002397], which has been specializing in high-quality bedding for 66 years and has ranked as the No. 1 seller of luxury bedding in China for 13 straight years, Mengjie was established in 1956.

挑戰

作(zuò)為(wèi)一家深厚曆史的家紡品牌，夢潔在家紡品的品質(zhì)和設計上深得消費者信賴，積累了廣泛的口碑。在2021年，夢潔整體(tǐ)戰略定位調整為(wèi)高端床上用(yòng)品，挖掘其全球原料，專利、65年積累和銷量優勢，發力在高端市場，而原有(yǒu)的品牌形象和産(chǎn)品面臨老化和低端化趨勢，不足以支撐上述戰略意圖，這就要求品牌形象和包裝(zhuāng)體(tǐ)系具(jù)有(yǒu)品質(zhì)感、現代感和國(guó)際化。

Challenge

Mengjie has a long history as a manufacturer of home textiles and has gained a solid reputation for the high caliber and attractiveness of its products. Mengjie's overall strategic positioning is being adjusted in 2021 to focus on high-end bedding products, utilizing its global raw materials, patents, 65 years of sales experience, and making efforts in the high-end market. However, the original brand image and products are aging and following the low-end trend, making it necessary to create a brand image and packaging system with a sense of quality, modernity, and internationalization to support the aforementioned strategic intent.

創意

整體(tǐ)包裝(zhuāng)體(tǐ)系的目的是反映全新(xīn)的品牌定位，提升品牌認知，強化全新(xīn)logo的露出，并以包裝(zhuāng)為(wèi)載體(tǐ)加強品牌的一緻性表達。面臨的核心問題是高端化的可(kě)視化表達，在我們深入的訪談和審計後，發現衆多(duō)奢侈品品牌他(tā)們的包裝(zhuāng)體(tǐ)系會相對弱化個性化的logo和圖形，而把重點放在包型、材質(zhì)和體(tǐ)驗上，這為(wèi)我們打開了思路。

Idea

The entire packaging system's goals are to represent the new brand positioning, improve brand identification, increase the visibility of the new logo, and reinforce the brand's consistent expression through the use of packaging. The display of high-end expression was the main problem. After conducting in-depth interviews and audits, we discovered that many premium businesses would focus on the package's design, substance, and experience rather than its unique logos and images, which broadened our perspectives.

新(xīn)的包裝(zhuāng)體(tǐ)系主要包含紙盒類包裝(zhuāng)和軟包類包裝(zhuāng)。紙盒類我們采取強化品牌logo，在細節上進行打磨。而在軟包類型的包裝(zhuāng)上，為(wèi)了增加高端感，我們建議把之前方型的包型改為(wèi)長(cháng)型，這是為(wèi)了讓購(gòu)買夢潔産(chǎn)品的客戶可(kě)以長(cháng)期使用(yòng)這個包作(zuò)為(wèi)生活日常的使用(yòng)，如搭乘飛機時可(kě)以把包插入行李箱，如更休閑的款式更适合出遊或健身時使用(yòng)，同時我們把材質(zhì)進行全面的升級，使用(yòng)複合面料、尼龍布、皮質(zhì)、五金等加強整體(tǐ)包裝(zhuāng)的品質(zhì)感。

The new packaging system primarily consists of soft package and carton packaging. We take care to reinforce and fine-tune the brand mark for the carton type. And in the soft package type packaging, we suggest changing the previous square package type to long, which will allow customers who purchase Mengjie products to use this package for a long time as a daily life use, such as taking the plane when you can insert the package into the suitcase, such as more casual style more suitable for travel or fitness use, while we also upgrade the material throughout, using composite.

成果

夢潔在2022年後陸續更換店(diàn)面、網上商(shāng)城的品牌形象，新(xīn)的包裝(zhuāng)形式也伴随夢潔的戰略部署走入到每個家庭之中(zhōng)。

Results

After 2022, Mengjie will gradually alter its brand image across all physical and online retailers, and the new package design will be introduced into every home in tandem with Moncler's tactical rollout.

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