欧尚锦
时尚家纺
项目背景：
通州华润纺织品有限公司，为了提高产品档次，选拔了一批优秀人才重新组建成立新公司，公司厂房设备全部更新。“欧尚锦家纺”专业生产中高档绣花、提加绣、特种工艺系列家纺套件组合产品。
作为时尚家纺行业的领航者，在市场竞争日益激烈的大环境下，企业形象识别系统已经上升到了战略高度上。一个具有鲜明辨识度的形象对企业的传播和经营有着积极的促进作用。为适应品牌时代的发展，欧尚锦家纺邀请先知为其提供中英文命名、VI设计、形象塑建、战略规划等一系列的全案设计。
Background of the project:
Tongzhou China Resources Textiles Company Limited, in order to improve the grade of products, the selection of a number of outstanding talent re founded a new company, the company plant equipment update all. "Ou Shangjin textile" professional production of high-grade embroidery, special technology, embroider a series of textile products package combination.
As the leader of fashion home textile industry, in the increasingly fierce market competition environment, the enterprise image recognition system has risen to the strategic altitude. In order to adapt to the development of the era of brand, Ou Shangjin home textile invited Wewin provides case design in a series of English names, VI design, image building, strategic planning for its.
面临挑战：
我国家纺业目前处于行业生命周期的成长阶段，年均增速基本保持在20%-30%的范围。从行业经营情况来看，我国家纺行业是目前整个纺织品行业中发展前景最好、成长速度最快的子行业。未来我国家纺产品超越服装消费应该是可能的方向，这也预示着我国家纺市场较大的发展潜力。潜力和市场容量都有，但目前我国家纺业却呈现消费规模较小、集中度低、品牌培育和行业整合处于相对较低的发展阶段。
面对市场问题，先知中国需要做的就是将欧尚锦打造成为中国家纺知名品牌，以此来带动家纺行业的发展，让家纺行业实现品牌扩大化。
Facing the challenge:
China's textile industry is currently in the growth stage of industry life cycle. From the operation of the industry point of view, China's textile industry is at present the entire textile industry development prospects of the best, the fastest growing sub sectors. The future of China's textile products beyond the garment consumption should be possible direction, this also indicates that the potential development of Chinese textile market big. The potential and the capacity of the market are, but at present our country textile industry takes on consumption of small scale, low concentration, brand cultivation and the integration of the industry in the development stage of relatively low.
In the face of market problems, the Wewin China needs to do is to Ou Shangjin become the famous brand of China home textile, in order to promote the development of textile industry, textile industry to achieve the brand expansion to
解决方案：
“欧尚锦”的命名突出了其产品设计主打欧式风格，紧跟欧美时尚潮流，同时又在工艺上注重传统中式的技艺。命名富有联想，有助于提高品牌记忆度；英文命名“ORISEN”，由“ornament”装饰和“rise”升起两个单词组成，寓意欧尚锦能提升消费者的家纺品位和时尚品位，同时也能提升整个行业的时尚度。
根据高档服务商务的营销特点，快速打开高端市场，我们将设计思路定位在国际化前卫的创作：由字母“O"为设计元素，做叠加效果，突出国际化，简约的设计风格，易于品牌形象的传播应用。字母O后面的飘带设计让人联想到家纺产品的柔软质地，时尚而美好。通过先知对欧尚锦的整案设计，树立起了欧尚锦时尚家居的领航者地位，这对其发展有着不可估量的作用。
The solution:
"Named Ou Shangjin" highlights the product design main European style, closely follow the fashion trend, simultaneously pays great attention to the traditional Chinese art in the process. Named rich Lenovo, help to improve the brand memory; English named "ORISEN", "ornament" by the decoration and the "rise" rises two words composition, meaning "is Jinneng enhance consumer textile grade and fashion taste.
According to the marketing characteristics of high-grade service business, quickly open the top end of the market, we will design idea of positioning in the internationalization of creative vanguard: by the letter "O" for the design elements. Soft texture ribbon design after the letter "O" reminiscent of home textile products, fashion and beautiful. Through the Wewins the whole case of Ou Shangjin design, build Ou Shangjin fashion Home Furnishing leader status, which may play an important role in the development of.
