图文｜岳氏品牌全案 × 虫二设计视务所

Client：岳氏蜂蜜｜Yue's Honey

Date：2019—2021

Design：Zhao Whenhow

Illustrator：Zhao Whenhow

Dynamic Design：Zhao Whenhow

Video：Zhao Whenhow

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Concept :

Yue's™ has its own natural bee farm and has been producing and selling its own honey for many years, forming an integrated business, with strict quality control from the beginning to the end, ensuring high quality, fresh and authentic products. Natural and original nectar source, so it is as sweet as can be. Boundless VIS Lab ™ was commissioned by Yue's™ to develop a new brand identity and visual identity system for Yue's™ through a process of preliminary industry research and planning, as well as long and repeated revisions during the design process.

The pain point of honey is the repurchase rate. The edible property of honey determines the inherent low repurchase rate of honey products, honey cannot be purchased as frequently as tea (e.g. milk tea) or soft drinks (e.g. soda), to solve this pain point, we need to empower related products by basing on honey itself, forming a series of bee products to create a natural and pure, fresh and healthy brand atmosphere.

岳氏（Yue's）™ 蜂类产品拥有家族自属天然蜂场，多年来从蜂场自产到自销形成一体化经营，自始至终对质量的严格把关，确保产品的优质、新鲜、正宗。天然原生态蜜源，自然甘之若饴。受品牌方岳氏™ 委托，虫二设计视务所 (Boundless VIS Lab) ™ 通过前期的行业调研与策划，以及设计过程中历时多年反复优化打磨，最终形成岳氏蜂品的全新品牌形象全案及整套视觉识别系统。

单纯的蜂蜜产品，商业痛点在于复购率：蜂蜜的食用属性（冲饮/调味）决定了蜂蜜产品天生复购率低，无法像茶饮（如奶茶）或软饮料（如汽水）一样高频率购买。解决此痛点，需要通过利用自身天然纯净、新鲜健康的品牌调性，立足于蜂蜜本身来赋能相关品类，形成一系列蜂类相关产品，拉动整体收益。本品牌设计已注册加版权保护。