雲裏精品客棧 - 江西蘆山, 中國 | 客棧度假酒店品牌規劃

PROJECT SUMMARY | CHALLENGE | RESULT

中航里程雲里客棧

位於中國江西廬山市廬山腳下溫泉鎮中的一座歷史悠遠的歸宗廟舊址及整合周邊老宅而成所塑造的旅遊休閒度假綜合項目中的全新客棧品牌，在品牌塑造工程前期，VOCUIS從中國精品客棧市場調查開始，不斷與中航里程討論該品牌各種商業策略的可能性，並提出適切的品牌策略建議，深入廬山歸宗背後的鄰里文化，挖掘文化材料元素，為其客棧設計設定美麗動人的主題故事軸線，設計並規劃佈局於客棧中的各品牌觸點細節中，更為客棧命名並設計品牌識別標識，整合前期品牌塑造工作，為客棧後續的建置設計工程提供明確的指引方向。

我們創造獨特，專業且睿智的設計具備出色的品牌視覺，並融入原創概念，以達成非凡品牌展現與體驗。

PHASE I

Research & Analysis

Competitor Analysis
Consumer Research
Global & Local Market Evaluation
Opportunity Analysis
Market Research
Neighbourhood Culture Study

Project Development Theme And Analysis
Develop Brand Storyline Tag Line

PHASE II

Identify Positioning

Market Positioning Analysis
Audit Brand_The Current Market
Analysis Market
Selected Advantages
Market Re-Positioning
Product Positioning Analysis

Analyze The Products Of The Target Market And Own Brand
Audit_Products Analysis Charts
Compare With Competitors_Product Features-bar charts

Product Re-Positioning
Brands Positioning Strategy
Content And Purpose of Positioning
Review Brand Positioning Requirements
Brand Re-positioning Strategy

PHASE III

Project Strategy

Brand DNA / Brand Vision / Brand Value
Brand DNA
Clarify The Brand DNA
Audit The Brand’s Rational/Emotional Key Elements
Create Brand ESSENCE

Brand Vision(Slogan)
Clarify The Brand Vision, Goals, Values And Capabilities
Create Brand Vision
Create Brand Slogan

Brand Value
Clarify And Develop The Brand Core Value
Make The target Consumer Recognize and Love It

Brand Architecture
Brand Structure
Naming
Identity Formation

PHASE IV

Design Direction

Establish The Direction Of The Hotel
Brand Storyline Core Value Development
Find The Design Material According to Culture And Storyline

Brand Touchpoints
Audit Currently Touchpoints
List And Suggestions
Story Touchpoints

Design Elements
Brand Culture And Value Appreciation Onto Imagery And Design
Expression Imagery Extension Concepts

Brand Guide
Brand Identity
Digital & Print Collateral
Colour Scheme

品牌策略議題發展

在進行各項品牌設計之前，必須發展適切的品牌策略，VOCUIS萃取了市場調查的精華，為中航里程客棧發展了適切的品牌策略，VOCUIS認為，新品牌以“體驗當地文明之美”為主軸，並“提高當地的互動交流，”是能豐富人生體驗的客棧品牌“為產品發展軸線，提供給”對文化旅遊消費的支持度甚高，願為品質付出較高價格“的客群，藉以作為後續設計與行銷工作的遵循與指導。