伊羊
重塑健康食品形象
项目背景:
伊羊，一个成立快二十年的内蒙企业，二十年来一直只做一件事——卖羊肉、卖好羊肉，卖草原羊、卖乌珠穆沁草原羊，做事情、做自己能心安的事情。对于伊羊来说，珍贵是在平静中以不凡的心去做最应该做的事情。二十年的时光，二十年的加持，只为最初的那个信仰，清清楚楚做人，认认真真做事，干干净净生活。
Background of the project:
YiYang, a Inner Mongolia enterprise established for almost 20 years, only doone thing in 20 years--selling mutton, lamb, WuZhuMuQin grassland sheep, sheep, doing things and do the things they can be allayed. For YiYang, the precious is to do most things they should do with uncommon heart in peace . 20 years of time, 20 years of blessings, only for the original faith, be an clear man and live well.
洞见:
现阶段牛羊肉价格短时间内走低，固有由于外来品牌冲击加之食品安全问题因素。但更多则由于近几年大量资本响应国家政策涌入，兴建牧场、扩大牧群，产能短时间内得到快速放量，但消费培训尚未完成，无法承接如此大规模的原材料供应，导致整个产业链库存高企；资本逐利性又决定了其资金外逃现象的发生，最终导致整体牛羊肉行业价格快速走低。但从长远来看，现阶段只是市场在进行自我恢复，牛羊肉产品的品质本身及功能性决定了其最终价值要远高于猪肉类产品，所以长远来看，牛羊肉产品未来尚具备较大的升值空间。
Insight:
Beef and mutton prices is much lower for a short time at this stage, due to inherent brand impact as well as food safety problems. But more dramatic influx of capital corresponding national policies in recent years, construction of pastures and expanding herds, production volume has been made within a very short time, but training is not yet completed, cannot undertake such a scale of raw material supply, resulting in high prise and high inventories of industrial chain as a whole; very capitalistic and determines the incidence of capital flight, resulting in rapid price decline the entire beef and mutton sector. But in the long term, just market is doing self recoveat this stage, the quality of beef and mutton products and functionality to determine its ultimate value than pork products, So in a long run, beef and mutton products have more space for inouk in the future.
解决方案：
针对中国肉类食品市场发展趋势的研究以及行业具有独特性，先知命名团队为其命名“伊羊”。伊羊作为一个肉类食品公司的名称非常的清新、自然，朗朗上口，容易被识记。尽管从字面看不出特殊的含义，但却能带给人一种健康、回归大草原的轻松愉悦感觉。伊羊的LOGO非常的简洁明了，除了富有曲线美的汉字名称外，还有一条蓝色和绿色的弧线，恰巧构成了一个旋转的椭圆，非常的有活力和动感，让整个LOGO传达出一种积极向上、健康自然的感觉，这与公司的定位非常符合。
Solution:
Aiming at the market research and the development trend of China meat andunique industry, Wevin naming team named"YiYang" for it. YiYang, as a meat company’s name, it’s fresh, natural, catchy and easy to remember. While can’t see special meaningliterally , but it does bring a health and returning to Savannah’s relaxing feel. YiYang’s LOGO is very simple, in addition to the rich curves of character names, there are blue and green curves, happens to constitute a rotated ellipse,full of energetic and dynamic, so that the whole LOGO conveys a sense of positive, healthy, natural, and it’s in line with the positioning of the company.
