行業(yè)背景

探路者童裝是中國戶外用品市場(chǎng)的領(lǐng)軍品牌—探路者旗下的童裝品牌。

探路者童裝以極地科技打造高品質(zhì)、可信賴的兒童戶外產(chǎn)品，為生而好動(dòng)的孩子們提供安全舒適的戶外“鎧甲”，助力小小探路者們勇敢地探索世界。產(chǎn)品聚焦戶外運(yùn)動(dòng)，安全、舒適、綠色，童趣自然，引領(lǐng)兒童戶外生活方式。

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(zhàn)

在兒童戶外服裝持續(xù)增長，發(fā)展?jié)摿κ?，但同時(shí)面臨品牌品類繁多，品牌同質(zhì)化嚴(yán)重的市場(chǎng)環(huán)境下，探路者童裝市場(chǎng)定位逐步走向品牌中高端化；在此契機(jī)下，探路者童裝需要重新構(gòu)建全新的差異化的視覺以使品牌脫穎而出，煥發(fā)新的生命力。

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

為了深刻了解戶外童裝品牌的市場(chǎng)，我們對(duì)探路者童裝做了深入的研究，并對(duì)市場(chǎng)成功品牌做了完整的視覺調(diào)研，最后以“極地仿生科技”作為最大的品牌差異點(diǎn)進(jìn)行視覺表達(dá)，形成視覺體系的核心語言。

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(chuàng)意

為了繼承主品牌的品牌資產(chǎn)，我們從“極地仿生科技”出發(fā)，“取之自然，用之自然”，將以極地直觀聯(lián)想的山峰造型作為核?的符號(hào)延展，同時(shí)融合代表自然成長的樹的外觀，兼顧童裝?然童趣和產(chǎn)品極地科技的特點(diǎn)，發(fā)展?峰樹木兩種元素合?為?的形式作為符號(hào)語?，并把上述符號(hào)體系加?童裝春夏和秋冬款的落地物料，配合具有區(qū)分感的綠?和藍(lán)?，打造核?符號(hào)突出季節(jié)特點(diǎn)的綜合視覺體系。

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.

成果

全新的品牌體系于2023年5月對(duì)外正式啟用；新的視覺體系承載了探路者童裝助力小小探路者們勇敢地探索世界，引領(lǐng)全新兒童戶外生活方式的美好愿景，助力品牌更好的發(fā)展。

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.

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