金沙河
挂面领导品牌
背景:
挂面行业的品牌化是趋势。随着消费者收入的提升，对食品安全与品质的要求越来越高，伴随而来的是，能够提供高安全保障和高品质的企业能够赢得消费者的青睐，品牌化则是这一规律表现出来的外在现象。随着人民生活水平和健康消费意识的提高，挂面消费越来越朝着营养化、功能化的方向发展。未来几年内，我国的挂面市场将开始一轮产品结构升级，有可能进入中高端产品为主的市场阶段。
金沙河此次品牌包装升级，旨在应对全面升级的消费，打造符合现代消费者审美的全新高端挂面品牌形象。
Background:
Noodle industry brand is the trend. With the increase in consumer income, the increasingly high demand for food safety and quality, accompanied by, can provide high security and high quality enterprises to win the favor of consumers, the brand is the external phenomenon of this Law appears. With the improvement of people's living standard and healthy consumption consciousness, the noodle consumption is more and more towards the direction of nutrition and function. In the next few years, China's noodle market will begin a round of product structure upgrade, it is possible to enter the high-end product based market stage.
The brand upgrade of the JINSHAHE, designed to deal with the full upgrade of consumption, to create a new brand of high-end noodle brand in line with modern consumer aesthetic.
洞见：
有调查数据显示，消费者评价挂面产品质量上乘的首要标准是产品的口味，占消费者选择比率的66.3%；其次是挂面产品的弹性，占消费者选择比率的19.5%；价格占消费者比率的4.4%；品牌和色泽分别占消费者选择比率的3.5%和2.7%；挂面产品的包装和产地分别占消费者选择比率的1.8%和0.9%。
Insight:
Survey data show that consumer product quality evaluation Hanging noodles is the product of the primary standards of taste, for consumer choice rate of 66.3%; followed by the Hanging noodles product elasticity, consumer choice ratio accounted for 19.5%; the ratio of consumer prices accounted for 4.4%; the brand and color respectively accounted for 3.5% and 2.7% of the ratio of consumer choice; packaging and origin Hanging noodles products accounted for 1.8% and 0.9% of the ratio of consumer choice.
解决：
介于消费者对食品安全的重视与消费关注点集中在口味、弹性等，如何在包装设计中体现金沙河产品特性与品质成为先知中国所要考虑的主要方向。在此次包装升级设计中，先知中国用自然小麦图案结合符合现代审美的时尚色彩，形成差异化的视觉效果，凸显金沙河采用纯天然优质小麦加工品质好挂面。
Solution:
The attention of consumers to food safety and consumer focus on taste, flexibility, and so on, how to reflect the characteristics and quality of the JINSHAHE in the packaging design has become the main direction to be considered in china. In the packaging design with Chinese upgrade, the Wewin
pattern combined with natural wheat with modern aesthetic fashion color, form different visual effects, highlighting the JINSHAHE with good quality wheat processing quality of pure natural Hanging noodles.
