凯洛特命名
打造中国奢华家装第一品牌
项目背景：随着城市居民生活步伐的加快以及生活品质的提高，人们对家居环境越来越重视，从过去注重价格、实用性到如今追求个性、舒适、健康、环保，人们的消费行为愈发理性。如今，对美好家居生活的向往，以及对高质量家居的不懈追求已经成为人们的共识。追求时尚与舒适的要求促使家装行业迎来新一轮的挑战：具体说来，家装公司应该通过家居“一体化”模式，完成从单纯装饰设计、施工者，到家居服务的集成整合者的转变，成为家居产业链上最为活跃的集成者。
Program Background:With citizen’s increaseing pace of life and the improvement of life quality, people are being more and more concern on domestic environment, from regarding on price and practicality in the past to today’s pursuing of personality, comfort, health and environment, people’s consuming behavior are becoming more and more rational. Today the aspiration of wonderful home living and high qualified furniture has become people’s common sense. The call for fashion and comfort has promoted the house decoration industry into another round of challenge: more specifically, house decorating companies shall finish the decorating integration, namely finish the transformation from simple decorate, design and construct to the integration of whole set of housing services, while turning house decorating companies into the most active integrator on house decorating chain.
面临挑战：今朝装饰设计有限公司成立于1999年，是一家专业从事各类公装、家装、木作产品生产与销售及其它装修配套服务的大型综合服务公司。如今，公司欲开拓新品牌，定位顶级奢华装饰服务。经过多轮的比较与筛选，今朝装饰最终决定签约先知，希望借助先知的品牌命名及策划平台，为其高端家装品牌命名，要求名称蕴含现代、简洁、国际化的风格。新品牌意欲深度剖析现代人群的生活需求和审美趋向，配合领先于行业的研发、设计、施工、主材、配饰及售后服务的一体化全价值链服务体系，并借鉴国际奢侈品牌的运作模式，以满足客户的心理需求为核心，打造和提升品牌价值。
Facing challenges:Jin Zhao Decorate and Design Limited Corporation has been found in 1999, it’s a large comprehensive service company specialized in sorts of public and private decorating, wooden furniture’s production and sales, and other matched decorating services. The company now want to open up a new brand with its position in top luxury decorating services. After rounds of comparison and selection, Jin Zhao finally choose Wevin as partner,hope to rely on its brand naming and design platform to name its top furniture brand in a modern, simple and international way. The new brand should deeply comply with modern people’s life requirements and aesthetic tendency, and matched up the integrate value chain service system with advanced researches, designs, constructions, principle materials, accessories and after-sales services. The new brand should also learn from international luxury brands operating mode, with the fulfillment of clients psychological needs as the core, creating and rising brand’s value.
解决方案：先知根据前期调研以及多年的实战经验，将其命名为“凯洛特”，其创意灵感来自于“巴洛特”家居风格，我们知道，意大利人为一种虔诚的信仰将精力集中在教堂建筑时，产生了独特的巴洛克建筑风格：对自由奔放生活的世俗渴望，隐藏在教堂重重叠叠的雍容华贵的装饰中。意大利的家居风格有着巴洛克建筑风格的影子，但也在新生活的实践中改善为经典与时尚的兼容。“凯洛特”这一名称，体现的是极具国际高品质的企业风范，大气稳重格调雅致。名称包容性也很强，适合后期企业产品和服务的在不同方面的延伸和发展。
Solutions:With previous researches and years of practical works, Wevin named its Chinese name as “Ka Luo Te”, its creative aspiration came from Ballot household style. We know that the Italians injected a faithful power in their cathedral buildings, then it came out the unique Ballot architectural style: the secular desire for free and passion life hidden under layers of glorious and elegant decorations. Italian household style has the shadow of Ballot, but they combine the classic with fashionable designs in the practical life. The name “Ka Luo Te” is glorious, dignified and elegant, which embodies international and high-qualified enterprise’s demeanors. The name is also inclusive for the stretch and development for company’s products and services in different areas in the future.
