云里精品客栈 – 江西庐山, 中国

PROJECT SUMMARY | CHALLENGE | RESULT

中航里程云里客栈

位于中国江西庐山市庐山脚下温泉镇中的一座历史悠远的归宗庙旧址及整合周边老宅而成所塑造的旅游休闲度假综合项目中的全新客栈品牌，在品牌塑造工程前期，VOCUIS从中国精品客栈市场调查开始，不断与中航里程讨论该品牌各种商业策略的可能性，并提出适切的品牌策略建议，深入庐山归宗背后的邻里文化，挖掘文化材料元素，为其客栈设计设定美丽动人的主题故事轴线，设计并规划布局于客栈中的各品牌触点细节中，更为客栈命名并设计品牌识别标识，整合前期品牌塑造工作，为客栈后续的建置设计工程提供明确的指引方向。

我们创造独特，专业且睿智的设计具备出色的品牌视觉，并融入原创概念，以达成非凡品牌展现与体验。

PHASE I

Research & Analysis

Competitor Analysis
Consumer Research
Global & Local Market Evaluation
Opportunity Analysis
Market Research
Neighbourhood Culture Study

Project Development Theme And Analysis
Develop Brand Storyline Tag Line

PHASE II

Identify Positioning

Market Positioning Analysis
Audit Brand_The Current Market
Analysis Market
Selected Advantages
Market Re-Positioning
Product Positioning Analysis

Analyze The Products Of The Target Market And Own Brand
Audit_Products Analysis Charts
Compare With Competitors_Product Features-bar charts

Product Re-Positioning
Brands Positioning Strategy
Content And Purpose of Positioning
Review Brand Positioning Requirements
Brand Re-positioning Strategy

PHASE III

Project Strategy

Brand DNA / Brand Vision / Brand Value
Brand DNA
Clarify The Brand DNA
Audit The Brand’s Rational/Emotional Key Elements
Create Brand ESSENCE

Brand Vision(Slogan)
Clarify The Brand Vision, Goals, Values And Capabilities
Create Brand Vision
Create Brand Slogan

Brand Value
Clarify And Develop The Brand Core Value
Make The target Consumer Recognize and Love It

Brand Architecture
Brand Structure
Naming
Identity Formation

PHASE IV

Design Direction

Establish The Direction Of The Hotel
Brand Storyline Core Value Development
Find The Design Material According to Culture And Storyline

Brand Touchpoints
Audit Currently Touchpoints
List And Suggestions
Story Touchpoints

Design Elements
Brand Culture And Value Appreciation Onto Imagery And Design
Expression Imagery Extension Concepts

Brand Guide
Brand Identity
Digital & Print Collateral
Colour Scheme

品牌策略议题发展

在进行各项品牌设计之前，必须发展适切的品牌策略，VOCUIS萃取了市场调查的精华，为中航里程客栈发展了适切的品牌策略，VOCUIS认为，新品牌以“体验当地文明之美”为主轴，并“提高当地的互动交流，”是能丰富人生体验的客栈品牌“为产品发展轴线，提供给”对文化旅游消费的支持度甚高，愿为品质付出较高价格“的客群，借以作为后续设计与行销工作的遵循与指导。