花鸟虫鱼国际幼儿园
幼儿创新教育园所的品牌建立
把生活的权利还给孩子
花鸟虫鱼国际幼儿园是一家为0-6岁幼儿提供创新教育的高端园所。我们为其创建品牌身份设计，第一阶段包括品牌定位、品牌命名、视觉设计等工作内容。
seedland international kindergarten is a high-end kindergarten providing innovative education for children aged 0-6. The first stage includes brand positioning, brand naming, visual design and other work.
幼儿教育的真实需求
通过调研，我们发现，年轻一代父母更注重孩子的综合素质教育，倾向于采用平等尊重和理解沟通的方式与孩子相处。他们希望孩子能够在幼儿园开启一场探险之旅，建立规则，表达需要。而同样的，幼儿园也希望能够作为共育者，以“陪伴、支持、滋养、成长”为核心，建立一个让孩子主动探索和感知世界的教育空间。
The real needs of early childhood education
Through the research, we found that the young generation parents pay more attention to the comprehensive quality education of their children, and tend to get along with their children in the way of equal respect, understanding and communication. They want their children to start an adventure in kindergarten, establish rules and express their needs. Similarly, kindergartens also hope to be able to establish an educational space for children to actively explore and perceive the world as a co educator, with "accompanying, supporting, nourishing and growing" as the core.
“花鸟虫鱼”的童真世界
在品牌定位上，我们从本真出发，将幼儿园定义为充满可能性的成长土壤，为孩子们提供一个理想的小世界，这里有自然万物，秩序规则，老师作为伙伴和启蒙者，带着孩子们在丰富世界里自由探索，学会生活。以“花鸟虫鱼”为品牌命名，我们相信，孩子的世界是无限的，天上的鸟、地下的虫、水里的鱼……对他们来说都是一个有着无限可能的大世界。
The childlike world of "flowers, birds, insects and fish"
In terms of brand positioning, we define kindergarten as a growth soil full of possibilities from the perspective of authenticity, providing children with an ideal small world, where there are natural things, rules of order, teachers as partners and initiators, and children are free to explore and learn to live in the rich world. Named after the brand of "flowers, birds, insects and fish", we believe that the world of children is infinite. Birds in the sky, insects in the ground and fish in the water It's a big world with infinite possibilities for them.
通往想象空间的入口
我们以绘本创作的形式，展现了一个位于城市与森林交际处、通向孩子们内心世界的入口，用色彩和图画将孩子们引入门后的大世界，让他们在无边界的自然空间中表达自我，与花鸟虫鱼一同自由玩耍。同时，这扇开启创造力的门也以品牌Logo的形式出现在幼儿园的每一个角落，引导他们在幼儿园这个小社会里，实现自由表达，与老师和家长一起成为家园秩序的共建者，在真实的生活中学习。
通过第一阶段的品牌设计工作，我们为花鸟虫鱼幼儿园厘清了园所定位，以及园所与孩子、家长、老师之间的“共育”关系。而“花鸟虫鱼”的世界，也为孩子推开了一扇探索新世界的门。
The childlike world of "flowers, birds, insects and fish"
In terms of brand positioning, we define kindergarten as a growth soil full of possibilities from the perspective of authenticity, providing children with an ideal small world, where there are natural things, rules of order, teachers as partners and initiators, and children are free to explore and learn to live in the rich world. Named after the brand of "flowers, birds, insects and fish", we believe that the world of children is infinite. Birds in the sky, insects in the ground and fish in the water It's a big world with infinite possibilities for them.
3-6岁幼儿园品牌视觉设计
0-3岁保育园品牌视觉设计
原创儿童绘本
*部分图片素材来自网络，仅做方案调性展示，未做商业使用，侵删
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