三格家居
新家居 新理念
背景:
三格家居的命名源于中国最古老的理念中把天地人理解为三格，包含了整个宇宙、世界及社会。而三格家居又全新赋予了新三格：第一格健康，第二格快乐，第三格幸福。而其英文名则取意于其核心家居理念：简单（SIMPLE），自然（NATURAL），舒适（COMFORTABLE），幸福（HAPPY）的英文单词首个字母SNCH，形成具有内涵，又不乏抽象、神秘、易于吸引人的特色命名。
Background:
The SNCH named origins from China concept of the oldest in the world for three lattice, contains the entire universe, world and society. And the SNCH is completely new to three: the first one is healthy, the second is happy, and the third is happiness. The English name SNCH is intended to take on its core concept: SIMPLE, NATURAL, COMFORTABLE，HAPPY 。SNCH is the first letter of the word of SIMPLE, NATURAL, COMFORTABLE，HAPPY, has the connotation, and there is no lack of abstract, mysterious and easy appealing features named.
洞见：
据有关报告显示，2015年中国建材家居行业市场规模达到41597亿元，同比增长2.2%。相对于巨大的市场规模，家装行业的品牌化进程相对落后，家装行业企业规模相对都较小，集中度低，因此只有3.73%的消费者可以准确说出公司名称。相对于行业发展，消费需求却日益复杂，在消费层面现代家装早已不是简单的装修工程，而是一种生活方式与生活态度的建立。个性化、定制、简约式家装成为越来越多消费者的首选。同时，介于工程的繁琐，越来越多的消费者倾向于一站式的品牌家装。
Insight:
According to relevant reports, in 2015, China's building materials home industry market size reached 41597 yuan, an increase of 2.2%. Relative to the huge market size, the home improvement industry brand process is relatively backward, Family decoration industry enterprises are relatively small, low concentration, so only 3.73% of consumers can accurately tell the company name. Relative to the development of the industry, consumer demand has become increasingly complex, in the consumer level, modern home decoration is not simple decoration, but a way of life and the establishment of life attitude. Personalized, customized, minimalist home improvement has become the first choice for more and more consumers.At the same time, between the complexity of the project, more and more consumers tend to one-stop brand home improvement.
解决：
介于消费市场对品牌家装的需求日益凸显，先知中国针对“三格家居”的品牌形象打造，首先树立“时尚现代家装品牌”的品牌定位，围绕其品牌核心“简单、自然、舒适、幸福”，结合其装修行业特点，重点构筑SNCH，凸显行业特性，便于识别。黑黄两色的应用，简单、干净、自然、舒心，两则黄色方块的点缀，形成视觉重点，强势吸引，加强记忆。
Solution:
From the consumer market demand for home brand has become increasingly prominent, the Wewin team for "SNCH" brand image building, the first to set the "brand positioning of modern fashion decoration brand", around its core brand "simple, natural, comfortable and happy", combined with the characteristics of decoration industry, focus on the construction of SNCH, highlighting the characteristics of the industry, easy to identify. Application of black and yellow makes it simple, clean, natural, comfortable, two yellow squares with the formation of visual focus, form a strong attraction to strengthen memory.
