蓝猫饮品
中国野生饮品第一品牌
项目背景：
蓝猫集团是目前国内唯一一家专业从事野生饮品研发、生产、销售的现代化企业集团，是农业产业化国家级重点龙头企业、中国食品工业龙头企业。公司现有员工2600余人，2014年上半年投产，截止目前，集团资产总额达15亿元。多年来，集团始终秉承“诚信是我生存之粮，质量是我生存之水”的经营理念，突出特色、差异化发展思路，以打造中国野生饮品第一品牌为战略目标。公司独立自主研发的预蒸渗透提汁技术，是国内独一无二最先进的干果提汁技术，采用的CIP清洗、无菌冷罐装、超高温瞬时灭菌、液氮填充等工艺都处在国际国内最领先的位置。
Project background:
Lan Mao is a modern enterprise group that the only one specialized in research and development, production and sales of wild beverage at present, it is a national focus on the industrialization of agriculture leading enterprises, China’s food industry leading enterprises. Company has over 2,600 people, production in the first half of 2014, up to now the total assets of the group reached 1.5 billion yuan. Over years, the group has always been adhering to the business philosophy "integrity is the survival grain, quality is our life", highlighting the development of different characteristics, to create the top brand in China’s wild drinks as a strategic goal. Juice extraction technology is the one and the most advanced domestic fruit juice extraction technology, using CIP cleaning, aseptic cold filling, ultra-high temperature instantaneous sterilization, liquid nitrogen filling process in the international and domestic leading position.
面临挑战：
当前，蓝猫集团正处在产业扩张、高速发展的关键时期，全面发展呈现出蒸蒸日上的势头，已形成了独特的资源优势、品牌优势、技术优势、市场营销优势，在稳步提升国内市场占有率的同时，正在积极筹划拓展国际市场，销售网络已逐渐趋于成熟，具备较大的生产规模，有稳定丰厚的利润保证，且野生酸枣潜在的经济价值巨大，加之各级政府产业政策的支持，企业发展前景非常广阔。作为中国第一个野生饮料品牌，命名及设计非常重要。即要有特色，还要有大自然的感觉，同时还要有形象上的联想，是个很高的要求。
Facing the challenge:
At present, our group is in the key period of industrial expansion, the rapid development of the comprehensive development of be on the upgrade, showing a momentum, has formed a marketing advantage resource advantage, brand advantage, technology advantage, a unique market, steady improvement in the domestic market share at the same time, is actively planning to expand the international market. Sales network has gradually become mature, with the larger scale of production, has stable profit guarantee, and wild jujube huge potential economic value, and all levels of government industrial policy support, enterprise development prospects are very broad. As the first wild beverage brand China, name and design is very important. The design is unique, but also have the feeling of nature, image of the association, this is a very high demand on design.
解决方案：
根据中国野生饮料第一品牌的定位并考虑到消费者的情感接受度，先知命名团队为其量身打造了“蓝猫”。因为从自身的认知来看，蓝色的猫是不存在的，“蓝猫”最容易让大家联想到的是一个卡通形象。同时这是一个野生水果做的饮料，属于新鲜事物，对于设计来说，这容易展开联想，容易做出有鲜明特点、容易让人记住的包装设计。另外，蓝猫属于野生饮品，是完全区别于现在的市面上的饮料的，因此先知设计团队在做包装设计的时候为让蓝猫有明显的竞争区隔，采用了不同的设计风格。
Solutions:
According to the orientation of the first brand Chinese wild beverage and considering the consumer's emotional acceptance, Wevin tailored for the design of "blue cat" style. Because from the cognitive point of view, blue cat does not exist, "blue" is the most easy for everyone to think of a cartoon image. At the same time it is a wild fruit drinks, belong to new things, to the design, it is easy for association, easy to make packaging design with distinctive characteristics. In addition, Lan Mao belongs to wild drinks, is completely different from the drinks on the market of beverage, so Wevin using different design styles in the packaging design for the blue cat has obvious competitive segmentation,
