Since 2022, the "big street lamp" as the "parenting standard" for middle-class families has once stood on the consumer outlet; now, with the growth of the category into the deep water area, the market is facing a rational return: the flow dividend is gradually fading, and the user's decision-making is more rational. At the same time, the homogenization of products claims to make the brand fall into inefficient internal volume, difficult to break through.

In this context, health lighting brand Qilang and cloud nest hand in hand, jointly launched to "value return" as the core of the brand renewal project. The project takes brand positioning as the starting point, systematically reshapes the anchor point of brand core value, synchronously combs the brand narrative logic and visual expression system, and builds sustainable core competitiveness for the long-term development of the brand. Based on the brand-new landing strategy, the two sides further work together to build a visual recognition system for all scenes on and off the adapter line, transforming the brand's unique technical genes and differentiation advantages into a unified and perceptible brand experience. Finally, the four visual keywords of "scientific rigor", "natural affinity", "professional and meticulous" and "bright and lively" were defined for the brand, providing core guidance for the landing of the subsequent visual system.

Since 2022, "floor-standing learning lamps" have emerged as a must-have parenting item for middle-class families, once riding the wave of consumer frenzy. Today, as the category enters a phase of mature development, the market is witnessing a return to rationality: traffic dividends are gradually fading, and user decision-making has become more prudent. Meanwhile, homogeneous product claims have trapped brands in inefficient internal competition, making it difficult to break through the clutter.

Against this backdrop, Kelang, a health lighting brand, has joined hands with Yunchao to jointly launch a brand refresh project centered on "value return". Taking brand positioning as the starting point, the project systematically reshapes the brand's core value anchors, synchronously sorts out the brand narrative logic and visual ex-pression system, and builds sustainable core competitiveness for the brand's long-term development. ba-sed on the newly implemented brand strategy, the two parties have further collaborated to create an omnichannel visual identity system (VIS) adaptable to both online and offline scenarios, transforming the brand's unique technical genes and differentiated advantages into a unified and perceptible brand experience. Ultimately, four core visual keywords-"scientific rigor", "natural affability", "professional meticulousness" and "bright vitality"-have been defined for the brand, providing core guidance for the subsequent implementation of the visual system.