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                                    科學本草

                                    華潤三九配方顆粒

                                    項目洞察


                                    目前三九配方顆粒板塊品牌架構體系不夠清晰,使得旗下產品品牌視覺系統各自表述,在一定程度上導致品牌管理和營銷輸出的難度加大。
                                    我方認為,契合集團大健康品牌戰略,配方顆粒部門的成長與擴張,勢必對旗下配方顆粒、中藥飲片、養生茶等品類提出品牌架構方面的要求,使之各自受益于三九大品牌資源,達到品牌合力最大化,避免子產品混淆和辨識不清晰,以科學架構有效支撐旗下品類持續延伸。



                                    解決方案

                                    古人有大量關于中草藥的著作以本草命名,如:神農本草經、本草綱目、本草經集注等,本草這一傳統中國概念早已深入人心,而我們需要把這一心智流量引到三九的品牌賬戶。
                                    我們通過科學溯源、科學炮制、科學劑量、科學檢驗四大支撐體系,明確三九本草悟“科學本草”的價值定位,并由此輸出全新的VI視覺體系——




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