Kinglong琪朗 | 健康照明领军品牌视觉升级全案

2022年起「大路灯」作为中产家庭的“育儿标配”，一度站上消费风口;而今，随着品类增长步入深水区，市场正面临理性回归:流量红利逐渐消退，用户决策更趋理性，与此同时，同质化的产品宣称使品牌陷入低效内卷，难以突围。

在此背景下，健康照明品牌琪朗与云巢携手，联合启动以 “价值回归” 为核心的品牌焕新项目。项目以品牌定位为切入点，系统重塑品牌核心价值锚点，同步梳理品牌叙事逻辑与视觉表达体系，为品牌长远发展构筑可持续的核心竞争力。基于全新落地的品牌策略，双方进一步协同打造适配线上线下全场景的视觉识别系统，将品牌独特的技术基因与差异化优势，转化为统一且可感知的品牌体验。最终，为品牌明确了 “科学严谨”“自然亲和”“专业细致”“明朗活泼” 四大视觉关键词，为后续视觉体系的落地提供核心指引。

Since 2022, "floor-standing learning lamps" have emerged as a must-have parenting item for middle-class families, once riding the wave of consumer frenzy. Today, as the category enters a phase of mature development, the market is witnessing a return to rationality: traffic dividends are gradually fading, and user decision-making has become more prudent. Meanwhile, homogeneous product claims have trapped brands in inefficient internal competition, making it difficult to break through the clutter.

Against this backdrop, Kelang, a health lighting brand, has joined hands with Yunchao to jointly launch a brand refresh project centered on "value return". Taking brand positioning as the starting point, the project systematically reshapes the brand's core value anchors, synchronously sorts out the brand narrative logic and visual expression system, and builds sustainable core competitiveness for the brand's long-term development. Based on the newly implemented brand strategy, the two parties have further collaborated to create an omnichannel visual identity system (VIS) adaptable to both online and offline scenarios, transforming the brand's unique technical genes and differentiated advantages into a unified and perceptible brand experience. Ultimately, four core visual keywords—"scientific rigor", "natural affability", "professional meticulousness" and "bright vitality"—have been defined for the brand, providing core guidance for the subsequent implementation of the visual system.

服务品牌：Kinglong琪朗

设计团队：Designest-Inhnity Design Team

服务内容：市场研究 | 用户研究 | 品牌定位 | 品牌视觉 | 电商设计

专利保护：禁止商用，违者必究