User needs: Corou, a brand created for the safety of the family's home. Starting from the details, the rigorous attitude and professional standards of scientific and technological research and development are integrated into the tender care for life. Under the upgrading of consumption and class transition, it is imperative to upgrade the C- end market brand of traditional channel brands.
Project Background: Shenzhen Rococo has created a multi-dimensional unified construction for Corou from strategy to vision to products to marketing. From brand strategy to brand vision system construction, to product design and to marketing vision system construction, Shenzhen Rococo has helped Corou brand to upgrade and transform in an all-round way.
Brand strategy: how to build a meaningful brand? Build emotional links with target consumer groups and build a brand moat. The definition of lifestyle brand is that it digs into and influences our emotions, desires and ideologies. Lifestyles create a connection, embed their brand into our personal identities, and create a sense of belonging.
Optimization and upgrading: Shenzhen Rococo based on Corou's own scientific and technological attributes, combined with family warm thinking and insight, put forward the brand proposition of "science and technology brings flexible life", "science and technology" and "flexibility" into the brand spirit, to achieve the two-way communication between the characteristics of consumer goods and the brand spirit level.
1. "Technology" and "softness" are always the core of Kelou brand design. Kelou slippers are designed to give users rational functions in a perceptual way. Kelou protects home safety with household products with anti-skid technology attributes.
2. Based on the product design under the product definition, the design goal is to create a variety of non-slip slippers with sense of value, emotion and temperature. Shenzhen Rococo is based on the brand tonality of Corou, combined with the extremely safe interactive experience of users and the cutting-edge anti-skid technology of Corou brand, and presents the "scientific and technological sense" attribute exclusively belonging to Corou with various appearance shapes.
3. Different from fashion items and luxury goods, home slippers are a functional product. Shenzhen Rococo team starts from the current situation of the brand itself, based on the attributes of Kerou products, and has insight that "comfort and safety" is the first and foremost factor for consumers to choose.
4. The brand marketing around Corou focuses on conveying the "sense of science and technology" of Corou brand and the functional attributes of products. Brand promotion and product videos all focus on unified visual communication. The display design as a means to show the charm of the brand and products, Shenzhen Rococo will optimize the brand logo for a new visual extension, combined with the stainless steel material itself to achieve the creation of Corou display design, to maximize the brand's own scientific and technological attributes and quality sense, to attract consumers' interest and stimulate consumption with direct visual image.