遠東泡泡冰
台灣冰 泡泡冰
始於台灣,放眼國際,是這次遠東泡泡冰品牌轉型的核心目標,六十年前,位於基隆遠東戲院前的小攤販,為了讓客人能吃到攪拌均勻,比例剛好的冰品,在端給客人前都會用大碗公與勺子,有韻律均勻地攪拌,而這溫暖的心意,就是台灣泡泡冰的由來了!
六十年後,後輩們傳承著這暖心的初衷,經過無數次的產品迭代與研發,期許著能將台灣特有的,夾帶濃厚人情味的泡泡品邁向國際,讓更多人能品嚐到屬於我們的台灣冰,也讓長年支持遠東泡泡冰的老主顧能隨時享用這記憶中的好味道。
白蕨團隊很榮幸能參與這樣一個具有歷史性與格局的品牌轉型專案,我們從品牌的重新定位、策略方向、識別設計脈絡至後續的接觸點形象延伸,與客戶一路向前,涵蓋範圍之廣範,對我們來說是一次相當愉快且具有挑戰的品牌設計專案。
Brand design concept
群雄割據的冰品市場,新的品牌與口味層出不窮,耳熟能詳的國內外冰品品牌也深植於消費者心中,要如何透過具有差異化的識別形象,吸引消費者的目光,引發購買慾望,是這次專案,也是許多販售消費級產品之新興品牌的共通課題。
許多老企業轉型時,在圖像、色彩、材質、元素等符號選用上慣於選擇該產業之龍頭常用的手法,此做法或許相對安全,畢竟,透過這些龍頭品牌在消費者心智中的長期影響,這些符號已經與該類別的產品畫上等號了,
而新品牌使用消費者熟悉的符號創造連結,的確能快速讓顧客想到該企業之產品性質,但往往卻遺忘了在當今資訊爆炸的社會中,缺乏差異性的識別,大多難以讓顧客留下印象之關鍵,而無法創造出印象就無法留下感覺,無法創造消費者對企業的感覺,長此以往,也就難以品牌化,導致企業始終停留於販售產品之階段,較難創造出長久的品牌競爭力。
遠東泡泡冰與眾多新興品牌面臨著相同的課題,我們抽絲剝繭,找出屬於遠東泡泡冰獨有的元素,並將其透過與相同品類較具差異性之符號重新建構新的品牌識別點,為品牌的下一個六十年打下良好基底。
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