创意总监◯ 文成武↖字体设计◯  洪美玲↖创意团队◯ 一册品牌设计背景 

延边朝鲜族自治州，首府驻延吉市，是吉林省的9个地级行政区之一  。延边州地处中国东北吉林省东部中朝边境，整个地势西高东低，自西南、西北、东北三面向东南倾斜，地处北半球的中温带，属中温带湿润季风气候。全州总面积4.33万平方千米，辖6市2县汉族人口1占总人口的60.14%；朝鲜族人口占比为35.68%。延边又是著名的旅游风景区，被联合国确定为“人与生物圈”的长白山自然保扩区、千里图们江畔独特的自然景观、别具一格的“一眼看三国”的边境风光、珍贵的古渤海国遗址，满族的发祥地圆池，浓郁的朝鲜民族风情，都使人流连忘返。

品牌定位

这里得天独厚，自然温差大，土地肥沃这里是东北的黑土地，这里的盛产的大米一年一季，昼夜温差大，纬度位于日本北海道同纬度。

品牌本身——有机稻米

客群定位——20-30岁为主题消费群体，30-40岁为扩散的消费群体 ，在当下的物质过剩的时代，风格则定位为即简风格。

销售渠道——线上线下

产品差异——黑土地，私家一亩田，天然水源，有效积温2950度。

产品特征——自然生长，嚼劲大，味美甘甜，长白山脚下，延边大米

设计理念

我们通过对产品定位，客群定位， 产品特征和产品差异的分析，最后罗列提炼出几个关键词，“黑土地”     “有机稻米”    “私家一亩田”    “2950”    “长白山”    “日本北海道同纬”    “简约”    我们的设计语言和视觉传达语言则不断的强调深化表达出我们的关键词。通过线条重复的表达来强化私家一亩田辛苦劳作的场景，在设计里面每个元素都在表达有效积2950，黑土地，日本北海道同纬度，用图形线条的方式表达了长白山的概念，同时表达了日本北海道同纬度的概念，思考清楚了客户真正后面的文本关系，我们做的不仅是一款大米包装设计，而是对整个品牌制定了视觉标准和视觉语言。

设计方法论

忠于文本，同理共情

未来能走多远，取决于我们因何而出发。

↖Yanbian Korean Autonomous Prefecture, with its capital in Yanji City, is one of the nine prefecture-level administrative regions in Jilin Province. Yanbian Prefecture is located on the Sino-North Korean border in the eastern part of Jilin Province in Northeast China. The entire terrain is high in the west and low in the east, and it slopes southeastward from the southwest, northwest and northeast. It is located in the temperate zone of the northern hemisphere and has a temperate humid monsoon climate. The total area of ​​the prefecture is 43,300 square kilometers, and it governs 6 cities and 2 counties. The Han population accounts for 60.14% of the total population; the Korean population accounts for 35.68%. Yanbian is also a famous tourist scenic spot. The Changbai Mountain Nature Reserve, which has been identified as a "man and biosphere" by the United Nations, the unique natural landscape of the Tumen River, the unique "seeing three kingdoms at a glance" border scenery, the precious ruins of the ancient Bohai Kingdom, the birthplace of the Manchus, Yuanchi, and the rich Korean ethnic customs all make people linger.

Brand positioning

This place is blessed with a large natural temperature difference and fertile land. This is the black soil in the northeast. The rice produced here is produced once a year. The temperature difference between day and night is large. The latitude is at the same latitude as Hokkaido, Japan.

The brand itself - organic rice

Customer positioning - 20-30 years old is the main consumer group, 30-40 years old is the diffuse consumer group. In the current era of material surplus, the style is positioned as simple style.

Sales channels - online and offline

Product differences - black soil, private one-acre field, natural water source, effective accumulated temperature 2950 degrees.

Product features - naturally grown, chewy, delicious and sweet, at the foot of Changbai Mountain, Yanbian rice

Design concept

Through the analysis of product positioning, customer positioning, product features and product differences, we finally listed and refined several keywords, "black soil" "organic rice" "private one-acre field" "2950" "Changbai Mountain" "same latitude as Hokkaido, Japan" "simple" Our design language and visual communication language constantly emphasize and deepen the expression of our keywords. The scene of the hard work of the private one-acre field is strengthened through the repeated expression of lines. In the design, each element expresses the effective area of ​​2950, ​​black soil, and the same latitude as Hokkaido, Japan. The concept of Changbai Mountain is expressed in the form of graphic lines, and the concept of the same latitude as Hokkaido, Japan is expressed at the same time. We think clearly about the textual relationship behind the customer. What we do is not only a rice packaging design, but also set visual standards and visual language for the entire brand.

Design methodology

Be faithful to the text and empathize with others

How far we can go in the future depends on why we set out.