Project background:
China Welfare Lottery is a lottery organization with public welfare attributes, with the brand purpose of "helping the elderly, helping the disabled, saving the orphans, and helping the poor. As the image of Zhongfu color offline stores on the market at this stage is relatively old, it is basically in the channel space with product exhibition as the core around 2000. At the same time, in many different types of lucky color stores, from the use of brand image to the standardization of auxiliary cooperation content, they have not achieved a unified presentation effect. The expression of brand concept is single in form, weak in transmission, and the overall space is also unattractive. Therefore, it is necessary to upgrade and standardize the image of offline store systems.

User requirements:
Based on the overall system upgrade and standardization of all kinds of offline stores of China Welfare Lottery, this project takes the China Welfare Lottery Experience Center as the core to standardize the construction of other types of physical stores of China Welfare Lottery. On the basis of realizing functions, the brand tonality of China Welfare Lottery will be uniformly improved, and finally the standard manual for the image construction of physical stores of China Welfare Lottery will be completed.

Brand strategy:
In view of the overall system upgrade project of offline physical stores, LKK has conducted a comprehensive survey of various types of stores under the Fucai line in many cities across the country. Combined with the brand purpose of "helping the elderly, helping the disabled, saving the orphans and helping the needy" of China Welfare Lottery, LKK has added more service-oriented space areas of public welfare nature into the format composition logic. In the space vision part, combined with the brand image elements of China Fucai, with devices, characteristic posters, auxiliary materials and other contents, more brand identification contents are incorporated, and younger design elements are mixed to ignite the overall brand vitality and enable users to experience a stronger "lucky color" brand culture.

Optimization upgrade:
In this design, according to the space design of the flagship store, various elements are modularized and split, and the visual communication and space feeling, product props display, decoration materials and other contents of various types of brand stores under the China Welfare Lottery Line are systematically standardized, so as to ensure that the same type of space stores will not be differentiated due to different location sizes.