"Faced with the strong rise of groups, only by understanding the business logic of the main consumers and knowing how to get closer to this generation of young people can future businesses be successful." - "The Circle Effect" Thomas Kroopoulos
No one is young forever, but some people are always young. Nowadays, the post-90s and post-95s groups have increasingly become the main consumer force of major brands. Whether it is the younger mentality and taste of traditional consumer groups or the rise of emerging young people, "rejuvenation" has become an unstoppable trend for every brand. Neglected proposition.
As a leading brand that has been deeply involved in the professional category of "exterior wall tiles + mosaics" for 22 years, White Rabbit Ceramics has closely followed the development trends of the times and proposed a strategic upgrade to expand the category of wall and floor tiles, forming a development pattern of "three bricks in parallel" . In order to accelerate the pace of brand improvement, in the middle of last month, White Rabbit Ceramics held a 2021 brand refresh conference in Foshan, Guangdong. It not only put forward the youthful slogan of "Tide to Rebirth", but also transformed the brand from multiple dimensions such as image, products, and channels. The rejuvenation strategy will be extended in multiple ways to explore more new ways to rejuvenate brands.
Launch a new vision to give the brand a richer connotation
With this brand refresh, White Rabbit Ceramics has carried out a comprehensive brand strategy upgrade and brand positioning reshaping based on the effective precipitation and inheritance of the original brand DNA. To this end, in the upgrade of the LOGO design, the original form was maintained, and a higher saturation and more vibrant blue was used to give the white rabbit logo a new look; with Tiffany blue and coral orange as the VI auxiliary colors, it quickly Bringing the vision into the current context of 2021 while reflecting the brand's historical heritage.
In addition, the design team designed a new standard Chinese and English font for White Rabbit Ceramics. By extracting the sharp edges and corners of the ceramic tiles and the flexible curvature of White Rabbit, the design team combined the design techniques to reflect a richer brand connotation and charm, becoming An important element in the brand visual system.
Based on deep insights into brand strategy, market and consumer groups, White Rabbit Ceramics has proposed a clear brand positioning of "quality creates a better life" and a new brand slogan "trendy"."Toward a new life". Through the new brand strategy, we aim to continue to create the ultimate and diverse home experience and space solutions for the new youth group who love life, have fashionable personalities, are rational and wise, open and inclusive, and satisfy their needs in quality, value and emotion. Personalized needs
Reshaping the visual perception of the new brand from the visual side, and expressing the rich brand connotation with precise positioning, White Rabbit Ceramics hopes that through the new brand strategy, White Rabbit Ceramics can burst out the vitality of "youth, fashion, and diversity" , bringing new vitality and plasticity to the brand.
Using super IP as a carrier to build a strong driving force for brand life
In the current market where the new generation of young people pay more and more attention to emotional connections, creating exclusive IP belonging to the brand is highly valued. White Rabbit Ceramics' brand renewal this time continues the brand's visual genes and releases the super IP "Energy Rabbit". Its cool and cute image and innate affinity instantly shorten the distance between the brand and consumers and strengthen the brand recognition. and memorability to create good brand associations.
The designer took the image of the white rabbit as the starting point and gave it the brand personality of speed, power and sunshine, integrating mosaic elements, from the shape of the ears, the look of the eyes, the movements of the limbs, the skin on the body...a rabbit that loves to explore The "Energy Rabbit" born in the 1990s, who has a trendy personality, is vigorous and vigorous, and is full of sunshine and vitality, emerges in front of us.
Designing a cartoon image IP is not difficult, but how to make it truly recognizable requires management. In order to allow "Energy Rabbit" to reach more users, White Rabbit Tile has integrated this super IP into the entire visual system of the exhibition hall and terminal stores, establishing a "user's most direct recognition and connection with the brand", and ultimately connecting with users Create cultural and emotional resonance.
Not only that, White Rabbit Ceramics has also launched "Energy Rabbit" IP derivatives, covering a wide range of daily necessities, decorative ornaments, office stationery, etc., starting from young people's interest tags and purchasing behaviors, covering the life needs of young groups In every aspect. White rabbit tiles with young peopleIt uses language and scenes to repeatedly shape and solidify the brand impression, and completes self-upgrading in the process of constantly absorbing and digesting new things, allowing consumers to experience a completely different ceramic tile brand.
For architectural ceramics brands, the value attributes of space using ceramic tiles as a carrier have changed. From the initial living space to now, it has been given more functions and life imagination. In an increasingly competitive environment, White Rabbit Ceramics operates in a novel IP way, uses the warmth of the brand to attract the target circle, and highlights the more unique and profound connotation and value of the brand. This is undoubtedly the best way to create differentiation for the brand.
Nowadays, it is an era of information explosion. Through comprehensive renewal and upgrade, White Rabbit Ceramics has injected rich connotation and strong vitality into the brand. From visual experience to original content, it continues to deeply interact with consumers, establish emotional connections, and convey It has created a warm building ceramics brand image and allowed more consumers to deeply feel the brand charm of White Rabbit Ceramics.
