Camic Kemiku was founded in 2008. Australia introduced pure ice cream formula and technology to produce high-quality sugar-free ice cream products to major supermarkets and hotel catering markets. How to attract more young users and upgrade the brand image is the key research content in this case.

Through desktop research on the ice consumer market, as well as research on students with certain spending power and corporate white-collar groups, the rational needs and preferences of young consumers are obtained through a complete questionnaire screening design and recycling analysis, and at the same time, in-depth interviews are used to explore the needs. The value emotion behind the brand value upgrade docking.

Based on the in-depth exploration of the market and users, the consumer group is determined to be mainly female and eager to "self-breakthrough" and seek change. The brand is positioned to represent the unique attitude of young people, and there is no need to make compromises in maintaining the balance of health and enjoying life. Synchronously output the new brand Slogan, brand story, LOGO upgrade scheme and brand IP image.

After analyzing and insight into the stick ice cream market, the Rococo Youth Team polished 20 product prototypes for user testing, and based on the man-machine analysis of hand grip and taste, the best stick ice cream width, thickness, Length, grip comfort test.

Starting from the unruly attitude of young users, find the unique emotional starting point and cultural identity of the crowd, and define the prototype of Kamiku ice cream with "deconstruction.

1. the idea of slogan is based on the unique attribute of "no sugar" of the products themselves, highlighting the delicacy of the products themselves, which can be enjoyed but will not gain weight, and at the same time highlighting the uncompromising attitude of young people. "Young has an attitude, enjoy thin but cool".

2. The design of the brand logo comes from the abstraction of ice cream graphics and the line expression of the little girl's cheek-holding action, which makes it show both the core products of the brand and the care and affinity for users in the core values.

3. The product design of stick branch ice cream starts from "deconstruction", breaks the hexahedral structure of traditional ice cream, innovatively develops unique octahedral stick branch, and makes the product have strong recognition in the market.

4. The Rococo Rejuvenation Team, based on the full-case design of Kermiku, provides subsequent business plan BP services to jointly seek the possibility of rejuvenation and upgrading for the ice consumer industry.