探路者童裝(zhuang)

行業背景

探路者童裝(zhuang)昰(shi)中(zhong)國(guo)戶(hu)外用(yong)品(pin)市(shi)場(chang)的(de)領(ling)軍品(pin)牌—探路者旗下的(de)童裝(zhuang)品(pin)牌。

探路者童裝(zhuang)以(yi)極地科(ke)技(ji)打造(zao)高(gao)品(pin)質(zhi)、可(kě)信(xin)賴的(de)兒童戶(hu)外産(chan)品(pin)，爲(wei)生(sheng)而好動(dòng)的(de)孩子(zi)們提供安(an)全舒适的(de)戶(hu)外“铠甲”，助力(li)小(xiǎo)小(xiǎo)探路者們勇敢地探索世界。産(chan)品(pin)聚(ju)焦戶(hu)外運動(dòng)，安(an)全、舒适、綠色，童趣自然，引領(ling)兒童戶(hu)外生(sheng)活方(fang)式(shi)。

Industry Context

The Pathfinder children's clothing brand is a well-known name in the Chinese outdoor apparel industry.

Pathfinder children's apparel uses polar technology to provide high-quality, dependable children's outdoor items for the energetic youngsters born to provide safe and comfortable outdoor "armor" to support the little pathfinder courageous to explore the world. Products emphasize outdoor activities, are secure, cozy, environmentally friendly, entertaining and natural for kids, and promote an active outdoor lifestyle.

挑戰

在(zai)兒童戶(hu)外服裝(zhuang)持續增長(zhang)，髮(fa)展(zhan)潛力(li)十足，但同時面臨品(pin)牌品(pin)類繁多(duo)，品(pin)牌同質(zhi)化嚴重(zhong)的(de)市(shi)場(chang)環境下，探路者童裝(zhuang)市(shi)場(chang)定位逐步走(zou)向品(pin)牌中(zhong)高(gao)端化；在(zai)此契機(jī)下，探路者童裝(zhuang)需要重(zhong)新(xin)構建(jian)全新(xin)的(de)差(cha)異化的(de)視覺以(yi)使品(pin)牌脫穎而出，煥髮(fa)新(xin)的(de)生(sheng)命力(li)。

Challenge

Pathfinder children's clothing market positioning gradually towards the high-end brand as the children's outdoor clothing industry continues to expand, full of development potential but at the same time facing a wide range of brand categories, brand homogenization is a serious market environment; in this opportunity, Pathfinder children's clothing need to reconstruct a new and differentiated vision to make the brand stand out and give new life.

策略

爲(wei)了(le)深刻了(le)解戶(hu)外童裝(zhuang)品(pin)牌的(de)市(shi)場(chang)，我(wo)們對探路者童裝(zhuang)做了(le)深入的(de)研究，并對市(shi)場(chang)成(cheng)功品(pin)牌做了(le)完整的(de)視覺調研，最後(hou)以(yi)“極地仿生(sheng)科(ke)技(ji)”作(zuò)爲(wei)最大(da)的(de)品(pin)牌差(cha)異點進(jin)行視覺表達，形成(cheng)視覺體(ti)係(xi)的(de)核心語言。

Strategy

We studied the Pathfinder children's clothing in-depth and conducted a thorough visual analysis of market-leading brands in order to fully comprehend the outdoor children's clothing market. Ultimately, we decided that "polar bionic technology" was the most important brand differentiator for visual expression and served as the basis for the visual system.

創意

爲(wei)了(le)繼承(cheng)主(zhu)品(pin)牌的(de)品(pin)牌資(zi)産(chan)，我(wo)們從(cong)“極地仿生(sheng)科(ke)技(ji)”出髮(fa)，“取之(zhi)自然，用(yong)之(zhi)自然”，将以(yi)極地直觀聯(lian)想的(de)山(shān)峰造(zao)型作(zuò)爲(wei)核⼼的(de)符号延展(zhan)，同時融郃(he)代(dai)表自然成(cheng)長(zhang)的(de)樹的(de)外觀，兼顧童裝(zhuang)⾃然童趣咊(he)産(chan)品(pin)極地科(ke)技(ji)的(de)特點，髮(fa)展(zhan)⼭峰樹木(mù)兩種元素郃(he)⼆爲(wei)⼀的(de)形式(shi)作(zuò)爲(wei)符号語⾔，并把上述符号體(ti)係(xi)加(jia)⼊童裝(zhuang)春夏咊(he)秋冬款的(de)落地物(wù)料，配(pei)郃(he)具(ju)有(yǒu)區(qu)分(fēn)感的(de)綠⾊咊(he)藍⾊，打造(zao)核⼼符号突出季節(jie)特點的(de)綜郃(he)視覺體(ti)係(xi)。

Idea

We began with "polar bionic technology" and "took and used nature" in order to inherit the brand assets of the primary brand. The mountain shape, which is intuitively associated with the polar regions, served as the center's core symbol, and the tree's appearance, which symbolizes organic growth, was integrated to balance the children's clothing. The two aspects of peaks and trees are integrated into one symbolic language by taking into account the qualities of children's clothes and arctic technology，and the distinguishing green and blue hues are added to the base materials of children's clothes in the seasons of spring, summer, and autumn/winter, together with the above-mentioned symbolic system, to form a comprehensive visual system with the central symbols highlighting the traits of the seasons.

成(cheng)果

全新(xin)的(de)品(pin)牌體(ti)係(xi)于(yu)2023年(nian)5月對外正式(shi)啓用(yong)；新(xin)的(de)視覺體(ti)係(xi)承(cheng)載了(le)探路者童裝(zhuang)助力(li)小(xiǎo)小(xiǎo)探路者們勇敢地探索世界，引領(ling)全新(xin)兒童戶(hu)外生(sheng)活方(fang)式(shi)的(de)美好願景，助力(li)品(pin)牌更好的(de)髮(fa)展(zhan)。

Results

The new brand system will be formally introduced in May 2023. The new visual system conveys the vision of assisting young adventurers in discovering the globe and fostering a new outdoor lifestyle, which will aid in the brand's growth.

始終堅持打造(zao)菁英團(tuán)隊(duì)，保持專(zhuan)業

找最棒的(de)人(ren)，做最棒的(de)事

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