书兜·品牌升级

设计寓教于乐的沟通桥梁

书兜的绘本团队找到我们,希望做一个绘本教育的品牌。而目前国内教育相关的商业品牌成熟度较低,部分教育商业忽略孩子的真实需求,一味迎合家长;部分教育已经做得比较成熟的教育商业则忽视品牌,没有让好的教育理念能够更好地引导市场。

The picture book team of the book pocket found us, hoping to make a picture book education brand. At present, the maturity of domestic education related business brands is relatively low. Some education businesses ignore the real needs of children and blindly cater to their parents. Some education businesses that have done a relatively mature job ignore brands and fail to make good education concepts better guide the market.

发现亲子间的真实需求

我们从客户的目标群体(3-6岁儿童及其家长)进行调研。调研发现,小朋友一天中有大量时间需要陪伴。而大多数家长对于这个年龄段孩子的教育是迷茫的,在陪伴和教育中,期待有效的沟通教育方式,需要一种寓教于乐的方式,并且希望有专业机构为自己分担。

discover the real needs of parents and children

We conduct research from the target group of customers (3-6-year-old children and their parents). The survey found that children have a lot of time in a day to accompany. Most parents are confused about their children's education at this age. In the process of accompanying and education, they expect an effective way of communication and education. They need a way of sharing education with pleasure, and they hope to have a professional organization to share it with them.

 

柔软又包容万象的“兜兜”

在初创阶段,书兜希望以创意课程和创意阅读空间为主要产品,而未来还将开发自有版权的绘本产品。在品牌设计中需要一个桥梁将这些需求串联起来,传递品牌主张,陪伴孩子成长,我们决定用IP角色来承担这样的介质。

我们创作一个“大兜”的角色,外形上是一个被扎起来的布兜,柔软又包容万象,布兜里面蕴含着整个星空,就像绘本,小小一本书里面承载着星辰大海。大兜又可以是一个实体,像孩子的“书兜”,每天陪伴孩子。

 

soft and inclusive "pocket"

In the initial stage, Shudou hopes to take creative courses and creative reading space as its main products, and will develop its own copyright picture book products in the future. In brand design, we need a bridge to connect these needs, transfer brand ideas and accompany children's growth. We decided to use IP role to undertake such media.

We create a role of "big pocket". The shape of the pocket is a tied cloth pocket. It is soft and inclusive. The cloth pocket contains the whole starry sky, just like a picture book. A small book carries the Starry Sea. Big bag can also be an entity, like a child's "book bag", accompanying the child every day.

 

 

 

适应品牌不同阶段的需要

在第二阶段,我们又创作了认知度更高的熊猫宝宝“小兜”,陪伴大兜和孩子们一起成长。形象拟人化的小兜如孩童一般表情灵动、肢体灵活,可以头顶大兜和孩子们一起探索书中蕴藏的无边星空,实现与孩子更直接的互动

大兜小兜的软萌形象容易引起孩子的共鸣,在情感上也将品牌主张外化。这样的设计,在品牌创建的初期给到基础的方向和调性,让设计在教育行业中起到了引导作用。

 

adapt to the needs of different stages of the brand

In the second stage, we created a panda baby "little bag" with a higher awareness, to accompany the big bag to grow up with the children. As a child, the small pocket with anthropomorphic image is flexible in expression and body. It can explore the boundless starry sky in the book together with the children and realize more direct interaction with the children.

The soft and cute image of big pocket and small pocket is easy to resonate with children, and it also externalizes brand ideas emotionally. Such a design, in the early stage of brand creation, gives the basic direction and tonality, so that the design plays a leading role in the education industry.

 

 

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