Project background:

Lumira potato chips is the main potato chip brand of Yunnan Lishi Industrial Co., Ltd. It is a company dedicated to the development, production and sales of "Lumira" plateau fresh-cut potato chips and potato puffed food, which are mainly sold to Yunnan, Guizhou, Sichuan, Chongqing and other regions. Its fresh-cut potato chips are fragrant, crisp, crisp and delicious in taste. It is a snack made of high-quality potatoes produced in the original ecological farm base at a high altitude of more than 2000 meters in Zhaotong, Yunnan.

User requirements:

Over the past 20 years, the company has been steadily making products and has formed brand influence in the southwest region. With the rise of e-commerce and live delivery, brands began to expand online sales channels, plans to expand the market. However, the process was blocked because of the traditional visual expression, which did not conform to the aesthetic value of young consumers. Therefore, customers found Rococo and hoped to upgrade the brand and products in an all-round way to bring growth to the enterprise.

Brand strategy:

From the perspective of users, Rococo Strategy Team has reorganized the brand house, product selling points and product line planning for Lumia. The products with Lumia's main brand as the core include: wave slices & flat slices, new sub-brands developed by newly expanded exhibits, and Lumia's brand is presented as an endorsement: French fries, potato chips, etc.

Optimization upgrade:

The brand-new logo takes "potato chips" as the creative starting point, uses ellipses to reflect brand affinity and recognition, and at the same time integrates the landform and sky of Yunnan-Guizhou Plateau in graphics, reflecting the different advantages of the origin and climate environment of potato chips. The use of orange-red and orange-yellow gradient in Logo color reflects the enthusiastic brand characteristics and is easy to be recognized by users in the channel. It also implies the prospect of enterprises rising like the sun and booming.

Solution:

1. The selling point "fresh cut" of the product sorted out by the strategy has become the core product value of Lula. The recognition speed of the human brain to the picture is only 13 milliseconds, so on the packaging and the main visual screen, it shows the process of a potato "fresh cut" to the potato chips, so that consumers can quickly perceive that the potato chips are made of fresh potatoes.

2, through the product name "plateau fresh-cut potato chips" tamping high-quality positioning, to achieve the user's mental occupation. The anthropomorphic potato chips in the picture serve as the finishing touch, with different flavors and different realistic ingredients, adding freshness and interest to the overall visual experience.

3. The linen fabric texture is selected at the bottom of the package, implying the original ecology and natural attributes of the product. Different flavors are extended in different colors, making it easier for users to identify tastes and quickly find the products they want to buy.

4. The upgraded brands and products have been fully listed last year, bringing more than 20% growth to the enterprise.