DESIGNER: K22.STUDIO
YEAR: 2022
BRAND：K22.酸奶草莓
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K22.酸奶草莓是成立于2020年的酸奶饮品品牌，遵循“做减法、更直给、差异化”的商业理念：只精选4款酸奶饮品售卖，统一售价18元，这降低了营运成本同时提高了消费者购买效率。用爆款“酸奶草莓”作品牌名，用通俗大白话“一杯大约15颗草莓”作标语，用当时市面上基本没有的“大方杯”装产品。
当“标志、标语，4款大方杯产品的菜单”同时出现在店铺的门面上时，直白的文字、差异化的杯型与精简产品线，很好的降低了经过的消费者“发现”与“记忆”的成本，达到快速传达的效果。K22.成功用最原始直接的方式传达品牌特点。这一切在我看来是极具“张扬个性和自信”的。
所以我们从“张扬个性和自信”的角度去寻找视觉语言，同时遵循K22.“做减法、更直给、差异化”的商业理念来进行设计。
最终我们从品牌色找到突破口：以“酸奶草莓”的“草莓”红色调为入口，提取出更醒目、更有视觉冲击力的“骚粉色(深粉色)”作为第一核心的视觉语言。“骚粉色”不管在餐饮业还是零售业都属于极小众的颜色，也被冠名略带贬义的“死亡芭比粉”，而我们大胆把“骚粉色”最大化，以此来传达出“张扬个性、自信与差异化”特点。做减法，把这单一颜色在视觉应用上大面积使用且用到极致。再把第二核心语言大方杯从原先“透明大方杯”升级为更纯粹更直给的“纯色大方杯”，颜色完全把杯内饮料遮住，单纯展示杯身颜色与标志，使其更具差异化；并作为装饰和展陈应用在空间门面上以用于传达。
“骚粉色”与“纯色大方杯”传达出品牌“张扬个性和自信”的一面，并使得K22.在识别性上获得最大程度的输出。自此品牌形象升级以来，在0宣传的情况下受到当地广大消费者喜爱与自传播，让好喝的产品被更多人所知道。
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K22. Yogurt Strawberry is a yogurt drink brand. It follows the business concept of "Simpler, more direct, more differentiated".
K22. only sells 4 types of yogurt drinks for consumers at a uniform price of ¥18; reducing operating costs while increasing consumer purchasing efficiency. They directly use the popular product "Yogurt Strawberry" as the brand name.They used the easy-to-understand slogan "One cup with about 15 strawberries".They packaged the product in "square cups", which was not used by any brand in the market at that time.When the logo, slogan, and menu of four square cups appeared on the store, the easy-to-understand text, differentiated cups, and streamlined product line reduced the cost of consumer discovery and memory, and achieved a quick communication effect.K22. communicated the brand characteristics in the most original and direct way, and it was very successful.All of this is very "Expressing personality and self-confidence" in my opinion.
Therefore, we look for visual language from the perspective of "Expressing personality and self-confidence".At the same time, we insisted on the concept of "Simpler, more direct, more differentiated" to carry out the design.
Finally, we found a breakthrough in the brand color.From the "strawberry red" color, we extracted the more eye-catching and visual impact of "Dark pink" as the first core visual language.
"Dark pink" is a niche color in the restaurant industry and retail industry, and is also derogatorily called "death Barbie pink".However, we boldly maximized the presentation of "Dark pink" and But we boldly maximized "dark pink" and used this single color to its fullest extent in visual applications.
The second core language is the square cup, which we upgraded from a "clear cup" to a more pure and straightforward "solid color square cup", with one color for one product. The cup can completely cover the drink inside the cup, only wanting to show the consumer the color and logo of the cup.
The "Dark pink" and "solid color square cup" show the brand's "Expressing personality and self-confidence", and make K22. gain the maximum output in terms of recognition.
