云菊
安全农药领导者
背景：
除虫菊,多年生草本，被贴伏的丁字毛或顶端分叉的短柔毛,管状花黄色,瘦果有纵棱。杀虫作用：除虫菊对多种昆虫如蚊、蝇、臭虫和蟑螂等有毒杀作用。昆虫接触除虫菊素后1-2分钟内即出现过度兴奋,运动失调,迅速被击倒和麻痹。除虫菊是典型的神经毒,直接作用于可兴奋膜,干扰膜的离子传导,引起感觉神经纤维和运动神经轴突反复活动,短暂的神经细胞去极化和持续的肌肉收缩。高浓度时则抑制神经膜的离子传导,阻断兴奋。除虫菊口服对哺乳动物的毒性很低,它对昆虫和哺乳动物的毒性比其他大多数有机杀虫剂都低,并且在体内被迅速代谢,实际上不留下残余物。
Background:
Pyrethrum, perennial herb, is appressed hairs or T-shaped top bifurcate pubescent, yellow flower, achene with vertical edges. Insecticidal effect: pyrethrum has toxic effects on a variety of insects such as mosquitoes, flies, cockroaches and other bugs. Insects exposed to the 1-2 minutes after the emergence of the insects are over excited, movement disorders, quickly knocked down and paralysis. Pyrethrum is typical of the nerve poison, direct role in excitable membranes, ion conduction interference film, causing sensory nerve fibers and motor axons and repeated activities, short nerve cells to polarization and sustained muscle contractions. At high concentration, the inhibition of the nerve membrane ion conduction, blocking the excitement. Pyrethrum oral toxicity to mammals is very low, its toxicity to insects and mammals than most other organic pesticides are low, and is rapidly metabolized in vivo, in fact, not leave residue.
洞见：
先知品牌全案团队通过梳理除虫菊的功能和价值，洞察全球同类型产品的定位特征及品牌诉求，为新品牌寻求品牌差异化亮点。先知品牌全案团队通过以上核心信息的梳理过程，认为新品牌的的核心关键词应为“菊”。直接占据细分品类，成为品类的代名词，有效的规避竞争对手的跟随与模仿。另外，如何体现行业的科技特征也是重点考量的角度，先知全案策划团队认为本次的策划突破口应为“占据品类制高点”，云菊达成了这样的效果。
Insight:
The entire case team of the Wewin brand through combing the function and value of the characteristics of the global identity of the same type of product and brand appeal, for the new brand to seek brand differentiation highlights. The whole case team of the Wewin brand through the process of sorting out the core information, the core of the new brand is the key words should be "ju". Directly occupy the sub category, as a synonym for the category, effective to avoid competitors follow and imitate. In addition, how to reflect the industry's scientific and technological characteristics is also the focus of consideration, the case of the whole case planning team believes that this is a breakthrough point to occupy the commanding height of the category, the effect of the cloud.
解决：
先知设计团队围绕新品牌清新、自然、年轻、活力、积极的主题，体现现代的品牌个性创意设计，打破常规。“虫立克”使用体现速度感的字体效果，强化产品的效果快速有效。“强根宝”把生根土的最吸引消费者选择的价值作以充分表达。整体设计没有过多装饰，但是又充满生命力、畅快感觉，与追求个性、与向往自由的现代人生活态度完全合拍，成为消费者的最喜爱，起到驱动消费的作用。
Solve：
Wewin design team around the brand new fresh, natural, young, vitality, positive themes, reflecting the modern brand personality of the creative design, break the routine. "Worm like" use reflects the sense of speed font effects, strengthen product effect quickly and effectively. "Qianggenbao" the root soil most attract consumers choose the value to fully express. Overall design not too much decoration, but full of vitality, carefree feeling, and the pursuit of individuality and freedom of modern life attitude completely in tune, become a consumer favorite, play a role in consumer driven.
