【江西】燕宴坊 - 品牌形象设计

● 项目背景：

为中国江西燕窝品牌 — 燕宴坊，重新设计品牌形象及包装系列；因应燕窝产品在国内市场面临非常饱和的情况，传统燕窝产品与年轻消费群产生距离感，燕宴坊希望为即食产品重新建立形象，开拓年轻消费市场。

● 执行策略：

针对燕窝产品在国内过往传统刻板的印象，以及需要避免即食产品给人廉价的感觉，新的包装设计会以“时尚养生”为核心，透过包装视觉系统化，以及简约精致的插图，让产品呈现出轻盈优雅的感觉，为包装建立出针对年轻消费市场的视觉语言，重新吸纳年轻消费群的注目。

A system of rebranding and package designed for the edible bird’s nest brand Yanyan Fang based in Jiangxi, China. With the saturation of traditional bird’s nest in China’s market, most products deliver an old-fashion feeling to the younger generations. We challenge to innovate and create new connections with the young market by designing a refresh image for the brand.

We designed a collection of packaging with elegant color palette and illustrations, to communicate the brand values with modern language. The rebranding aims to reposition the brand and attract the eyes of the young