Project Information
Designer in Charge: 吴王韬 | 唐颖 | 吴瑕
Project Year: 2018
Photographer: 若可 | 黄之岸
We received ROCO's brand upgrade commission in 2018. After one year of cooperation, ROCO's new image of the brand has been as expected: it runs in a more classic image and has won praise from the market.
在做品牌升级工作时，我们发现 ROCO 品牌形象没有一个清晰的核心概念。
例如：选择橙色系是为了突出“芒果”这一产品的甜品属性；用平实粗壮的品牌字体是为了和一线的网络科技公司看齐；杂乱的 LOGO 组合是为了应对在头像、包装、海报、门头上的多场合应用。
When doing brand upgrade work, we found that the ROCO brand image does not have a clear core concept.
Based on the analysis, we found that the ROCO brand image does not have a clear core concept. For example, the orange color is chosen to highlight the dessert attributes of the “mango” product; the plain and strong brand fonts are in line with the first-line network technology companies; the messy LOGO combination is in response to the avatar, packaging, posters, and doors. Multiple occasions on the application.
这些零碎的需求，导致品牌形象难以快速传播，不够清晰有力，从而造成品牌的信息颜值较低端，难以被喜爱和传播。
通过头脑风暴会，我们重新梳理了 ROCO 的品牌基因，制定了升级策略：将 ROCO 品牌的经典与美感作为此次设计的出发点。
These fragmented requirements make it difficult for brand images to spread quickly, and they are not clear and powerful enough, which makes the brand's information value universal and difficult to be liked and disseminated.
Through the brainstorming session, we re-sorted the ROCO brand genes and formulated an upgrade strategy: using the classics and aesthetics of the ROCO brand as the starting point of this design.
“ 每个美好的故事里都有若可 | Life is sweeter with ROCO ”将ROCO的经典与美好，传递给更多的人。
“ Life is sweeter with ROCO ”
I hope to pass on the classic beauty to more people.
我们相信，经典即未来，设计应该将更加关注经典的体验，而不只是学着赶时髦。这种信念驱使我们去寻找更加经典的字体设计，尝试设计出品牌字形的恒久之美。
We believe that classic is the future, and design should focus more on the classic experience, not just learning to catch up with fashion. This belief drives us to look for more classic font designs and try to design the long-lasting beauty of brand glyphs.
今天，StudioJU 聚品牌的设计师也都成为 ROCO 的忠实客户，
我们所做的一切也让我们自己获得了不一样的体验。
Today,designers of StudioJU have also become loyal customers of ROCO.
Everything we do also gives us a different experience.
