普然起名
让名称成为终端最好的推销员
项目背景
“天然清泉水，普洱茶上茶。”云南普洱茶是云南独有大叶种茶树所产，是中国名茶中最讲究冲泡技巧和品饮艺术的茶类，其饮用方法异常丰富，既可清饮，也可混饮。云南普然茶业有限公司主营普洱茶，茶叶，保健茶，茶原料，茶制品，茶工艺品，专用茶等等，公司以质量上乘、信誉第一、用户第一为经营理念，旨在让更多人体感受“喝熟茶、存新茶、品老茶”的普洱文化。
Background
"Pu’er is the best of all teas." Yunnan Pu'er tea is originated from unique large-leafed tea trees, which focuses on the Chinese tea brewing skills and the art of drinking, it has exceptionally various drinking ways, which both can be drank alone and mixed. Yunnan Puran Pu'er Tea company focused on the business of tea, health tea, raw tea, tea products, tea, handicrafts, tea and so on, the company advocates the idea of quality, reputation, customer first, which is designed to allow more people experience the Pu'er culture of " drink the established, preserve the fresh, enjoy the old "
面临挑战
云南普然茶业有限公司委托先知为其进行品牌命名、包装设计以及店面设计等相关工作，客户希望能在命名与整体设计中体现普洱茶的天然特性以及浓厚的文化底蕴，从而提升品牌价值，并使普然茶业能被更多的消费者了解。先知经过系统而严谨的品牌调研，为此次品牌命名及设计风格做出了清晰的定位，为其打造了融大量天然中国元素为一体品牌命名及设计方案，推进其品牌形象的全面升级。
Challenges
Yunnan Pu’er Tea Company asked Wevin to do the brand name creative, packaging design, store design and other related work. The client wanted to improve its brand value and reputation by enrich the tea’s natural characters. After systematic and rigorous brand research concerning the brand name and design style, Wevin made a clear positioning for Puran tea and created a large number of natural Chinese elements melting into the brand name and design, which promotes a comprehensive upgrade of its brand image.
Solutions
解决方案
经过深入的市场调研，先知为其量身打造了品牌名称“普然”，名称既包含了普洱茶这种名茶的首字，同时也体现了天然、自然的特色，恰到好处。与此同时，先知在设计中突出了普洱茶悠久的历史文化：无论是悠远的米黄色纸、中国水墨画、传统书法，还是对具有中国古典文化特色的精致茶具的运用，都弥漫着中国悠久的茶文化所特有的雅韵幽香以及浓厚的人文情怀。
Solutions
After extensive market research, Wevin proposed the brand name "Puran", the first character“普“ indicates its category ”普洱“， and also reflects the natural feature of the product. At the same time, Wevin highlights the history and culture of tea in the design —— not only the beige paper of the package, Chinese ink painting and traditional Chinese calligraphy used in the logo, but also the delicate tea set with Chinese traditional characteristics are filled with the unique elegance and strong human touch of Chinese long tea culture.
