Talk about the visual identification mark of brand package

Giving a brand name (Chinese or English) with a beautiful pattern has the brand's visual identity (or graphic representation), which is the non-verbal part of the brand - the logo. The logo is a concrete image of a refined and beautifully patterned pattern and color combination to express the rich connotation of the brand name.

The combination of brand name and logo constitutes a complete brand concept, such as "McDonald's" and yellow "M", "Disney" and Mickey Mouse, "Mercedes" Samsung Ring and so on.

After a good brand name, it is necessary to take into consideration the development of the next step: the design factor of the logo. Although the steps for naming and logo design are different before and after, the relationship between the two is inextricably linked. Therefore, there are many brands. The creativity and design of the name and logo are completed by an ad hoc group, and sometimes even by one person, so that the two can truly coincide with each Other.

The brand name “Soldiers” left ample creative space for logo design.

The creative association of the logo originated from a famous painting of Rembrandt in the Renaissance, "The Golden Helmet Man." It depicts the splendor and dignity of an old soldier who has spent the entire life of the horse. The entire picture is deep and dark, and the factory is focused on the golden helmet. Mr. Zhuang Xiaolong, the designer, extracted the uniforms used by the soldiers during the military career, the helmets, and the symbolic patterns. At first glance, people would think of the term "soldier", and the signs and names achieved the effect of interrelated and echoing.

The "Soldier" sign (graphic) originated from the medieval European Knight's helmet and discarded some of the tediousness. The model was based on the helmets of modern soldiers. It made the picture concise and smooth, with both a traditional sense of history and no appearance of obsolescence. The color of the standard is crimson. The color sense is steady, calm and firm, and it is consistent with the quality of the soldiers.

While designing the logo, it is necessary to take into account the convenience of the use of the logo in the production and distribution of products and the packaging of the product, and the use of parts in order to maintain the mutual integration of individuality and unity.

Excellent product packaging can increase the shelf life of products. Supermarket products are placed on shelves and directly touched by consumers. Some product packaging designs are even more appealing than brand names. With packaging, packaging is also an important embodiment of product value confusion. Therefore, packaging designs need to be conceived ingeniously in terms of patterns, colors, shapes, and materials. An example of this is a pastry product named “TOUCH-PON” by the Japanese fruit-making company (the name means a “ping” sound at a touch) placed in a kind of synthetic can called “canned paper” because Its name is uniquely matched with packaging, so it is deeply curious and loved by people. Soon after being listed, it dominated the dessert market and became the best-selling food at the time.

The packaging design of the "Soldiers" product can use the silver and gray series of background colors to bring out the red-colored logo and the standard word (product name). The logo pattern is expressed in a concave and convex version, similar to the relief effect. Such as the specific "soldier" wine bottle design: the shape of angular, stubby lines, seemingly thick and solid, with a steady, dull colors and patterns, reflecting the man's dignity. A copper-plated (or silver) medal similar to the design was hung on the bottleneck, and the "soldier" brand had both styling and echoes on the connotation and could also be used as a collectible collection.

The use of elements such as brand names, signs and packaging needs to be well matched and designed so as to give people a deep impression and a more favorable impression. In fact, from this perspective, the professional design of logos and packaging is another important image-shaping issue in marketing strategy.

Brand Promotion

“The success of the success lies in the public’s response, not the constant repetition of this brand name.” This statement expresses that the true meaning and purpose of the dissemination is to cause the ultimate reaction of the audience (consumer). For brand promotion and creative personnel, there are many key technical elements and actions from the "reaction to expectation" to the actual response from consumers. Brand naming can be the first step in key technologies.

In the naming of the “soldier” brand, we have carried out multi-perspective thinking on the promotion work in the future, such as:

The image of the figure - to create a "soldier" brand image character, and widely spread through the media. "He" is similar to the target consumer's age and culture. It is a "soldier" with connotation, rationality and perseverance, and represents the virtue and responsibility of modern mature men. Reflected in the product itself, it advocates a "new drinking culture" with degree of drinking, festival, and system, and tries to create this culture in society. There are many alternative paths, such as public relations activities, public service advertising, and so on.

Public relations activities - through a series of support activities, strengthen the links between companies and the military, but also create a "soldier" brand image and corporate image. In addition, it can also cooperate with relevant departments to hold world military products exhibitions, expand exhibitions to expand corporate awareness, and achieve a certain sense of product promotion, such as the performance of "soldier" clothing through world military uniform display or performance. And style.

Advertising Campaign - In advertising creative ideas, stories, pictures, characters, and nouns related to military activities can be used as creative material (not involving violence) to draw attention and interest of consumers and strengthen brand memory. In the media release, consider movie ads. Young and middle-aged men generally like war-themed movies. Before the war movies are shown, advertisements of “soldiers” are broadcast. On the one hand, the advertisement messages are accurately conveyed to the target of the audience, and on the other hand, the film can be related to the brand content. To enhance the "soldier" brand image and cultural implication. For the same reason, it is advisable to broadcast advertisements for "soldiers" in the titles and midfield (or accompanying films) of war dramas.

Visual display - The brand name and logo of "Soldier" has a very unique effect in the promotion of outdoor display (signs and street signs of city landmarks). Young people in peacetime, especially young men, have a keen interest in war, war-related people, events, and things. The high attendance rate of war movies is proof. It is conceivable that the huge billboards are strikingly displaying the impact of a classical military helmet on people. We have done street sign advertising demonstration tests at the entrance of the residential community. The results show that the target audience’s attention rate reaches 100%, and the in-depth gaze rate reaches 87%.

Focus on and analyze the audience's feelings and find their favorite focus. Integrate brand names and logos to make room for future brand promotion. This is an important step for brand name adaptation. (Text / Kong Fanren)