顽皮 wanpy｜二十年历史的宠物品牌的全新启程

作为中宠集团旗下并有着几十年历史的猫狗粮品牌，wanpy 一直以来都为消费者展现着其品质，权威和信赖的品牌形象。为了更好的拓展市场，塑造更为当代且契合年轻消费群体的需求，wanpy 希望通过品牌重塑来实现焕新。

品牌重塑的设计策略围绕继承和创新这两个关键词展开，经过几十年的品牌经营，wanpy 现有的视觉形象已经在一部分消费者心中产生了记忆点并形成了品牌资产，我们通过调研明确了品牌形象中最为核心的两个元素，即品牌色和其具有代表性的类似徽章的符号，然而，由于视觉上过于尖硬，以及缺乏内涵的表达，原来的徽章符号给人一种严肃且传统的感受，尤其搭配现有的较深的品牌色，给人一种距离感。针对这样的现状，创新的目标便很明确，设计希望通过平面设计来弱化符号和颜色带来的视觉上的严肃感和距离感，更重要的是赋予图形可阅读的意义和内涵，从而形成可传播可共鸣的品牌价值。

“宠物，是朋友即是家人”是 wanpy 一直以来的企业主张，朋友和家人的共性是沟通，与爱宠的沟通在于对它更多的了解，更多的陪伴和关爱，于是设计便推导出了沟通框这样的符号，一方面在视觉是延续了顽皮品牌既往的识别，另一方面赋予了品牌深刻且匹配的内涵，从而实现了价值传达的意义。全新的对话框的符号延展，搭配更圆润柔和的字体以及更明亮活泼的品牌色为顽皮重塑了年轻当代，活力趣味且有着情怀内涵的品牌新形象。

A meaningful rebranding for a Chinese pet food brand. Design highlighted the significant value of the brand-new symbol and unified the brand image as a whole.

As the pet food brand under the China-pet gourp branch and with tens of years history, Wanpy has build a consistent quality and reliable brand image for the consumers. In order to extend the market as well as getting closer to the modern and younger audience, Wanpy wants to renew its brand image.

The strategy of the rebranding is based on the two keywords of succeeding and reforming. Within tens of years business, the existing brand image of Wanpy has been memorized by its past consumers, and parts of the brand identity have became Wanpy’s brand asset. Through our research, we clarified the most important brand assets of the existing brand identity: the brand red color and the badge-like brand logo.