凡帝罗
欧式冰箱领导品牌
项目背景
创业于1968年的美的集团，是一家以家电业为主，涉足物流等领域的大型综合性现代化企业集团，旗下拥有三家上市公司、四大产业集团，是中国最具规模的白色家电生产基地和出口基地之一。 1980年，美的正式进入家电业；目前，美的集团员工13万人，旗下拥有美的、小天鹅、威灵、华凌等十余个品牌。
Established in 1968, Midea group, is a home appliance industry, logistics and other areas involved in large-scale comprehensive modern enterprise group, which owns three listed companies, four industry groups, is China's largest production base and white goods export bases. In 1980,Midea formally entered the home appliance industry; Currently, Midea Group employees 13 people, owns the United States, Little Swan, Wheeling, Hualing more than ten brands.
面临挑战
美的集团针对高端消费者对冰箱时尚化、艺术化的要求，推出了采用欧式设计，并融合现代美学理念的冰箱产品。该系列由欧洲设计团队设计，采用独具特色的L型门把手和简约风格的欧式外观设计，产品涵盖两门，三门和对开门等多个产品阵容，全面满足高端消费者的个性化需求。在推向市场之初，美的集团与先知达成了品牌命名的合作协议。
In order to meet the needing of fashion, art requirements, Midea Group introduced the use of European design and integration of modern aesthetics refrigerator products. The series consists of European design team, using a unique L-shaped door handles and minimalist European design, the products cover two, three, and open the door, and other product lineup, fully meet the individual needs of high-end consumers . at the beginning of bringing products to market, the Midea group reached a brand naming cooperation agreement with Wevin .
解决方案
先知命名根据美的新产品系列的设计理念，量身打造出“凡帝罗”Vandelo 一名，该名称充满了原汁原味的欧式风格，兼顾广告效应与传播效应，呈现出了和谐之美，并充分满足了现代人崇尚简约精致生活的诉求，与同行业其他品牌形成了有效的品牌区隔。
According to the idea of new product, Wevin tailored to create "Vandelo" , which is filled with authentic European style, taking into account the effect of advertising and propagation effects, showing the beauty of harmony, and fully meet the the modern demands of advocating simplicity fine living with other brands in the same industry formed an effective branding.
