M&G 晨光

挑战

作为深受中国消费者喜爱的民族品牌，晨光正在开创一条中国文具的创新之路，完成从中国制造向中国创造的华丽蜕变，在这个关键时期，全国几万家门店的混乱，几万个现存包装SKU和推广系统的混乱对品牌造成了很大的干扰，整合品牌视觉显的尤其重要。

Challenge

As a national brand loved by Chinese consumers, M&G is creating a road of innovation for Chinese stationery, completing the magnificent transformation from Made in China to Created in China. In this critical period, the chaos of tens of thousands of stores nationwide, the confusion of tens of thousands of existing packaging SKUs and promotion system has caused great disturbance to the brand, and the integration of brand vision is particularly important.

策略

基于“打造世界级M&G”的愿景，“让学习和工作 更快乐，更高效”的使命，我们针对M&G内部8个事业部进行了多轮访谈，经过半年时间，把M&G的愿景和使命融入到产品包装和推广物料中，采取了一致性的视觉语言统一品牌认知，讲述一个有意义且具有一致性的故事。

Strategy

We conducted multiple rounds of interviews with eight internal divisions of M&G based on the vision of "building a world-class M&G" and the mission of "making learning and working happier and more productive." After six months, we integrated the vision and mission of M&G into product packaging and promotional materials, adopting a consistent visual language to unify brand perception and tell a meaningful and consistent story.

解决方案

要打造世界级M&G，本身M&G的logo 在包装中显的尤其重要。从长期的视觉资产来看logo是M&G的优势，它需要被强化识别，需要放在最显眼的位置。在创意概念上也需要找寻一个和所有人产生共情的方式，我们选取了太阳升起的一条地平线和微笑的一个弧度作为整体包装体系和推广体系的语言作为核心创意和logo一起呈现，它体现了晨光中文的含义：Morning Glory，也体现了使命中关于快乐的描述。

我们期待用一种更简单的方式来串联他们所有的视觉接触点，以一种更整体和更简单直接的方式体现他们的宏伟愿景。 在几万个SKU中建立规则是一个复杂工程，晨光的产品从5CM的橡皮擦到1米的科技产品包装，从办公文具、儿童文具、医疗用品、教学道具、科技产品，在尺寸和品类上都具有较大跨越，为了呈现的一致性，我们测算了一种计算公式，可以简单的4个步骤即可得到一致性的产出，方便内部管理和输出。

Idea

From a long-term visual asset standpoint, M&G's strength is its logo, which should be prominently displayed for global consumers to quickly recognize. We needed to find a way to sympathize with everyone in terms of the creative concept. The language of the overall packaging system and promotion system, which embodies the meaning of Morning Glory in Chinese: Morning Glory, and the description of happiness in the mission, was chosen as the core idea to present along with the logo, which embodies the meaning of Morning Glory in Chinese: Morning Glory, and the description of happiness in the mission.

We hoped for a more straightforward and comprehensive way to connect all of their visual touch points in a way that reflected their grand vision. Developing rules for tens of thousands of SKUs is a difficult task. M&G's products come in a variety of sizes and categories, ranging from 5CM erasers to 1m packages of technology products, and include everything from office stationery to children's stationery, medical supplies, teaching props, and technology. For easy internal administration and output, we measured a calculating method to get consistent output in four simple steps for consistency in presentation. Results

结果

以包装为主体的品牌视觉更新解决了M&G产品的主要问题，方便渠道商快速的识别品牌特征，也协调了内部8个事业部的行动，使其内部管理更为高效，配合晨光的一系列推广及活动，我们相信晨光走向全球品牌迈出了关键一步。

Results

The packaging-based brand visual upgrade addresses M&G's primary issues, enables channel operators to quickly identify brand elements, and coordinates the actions of the company's eight internal business divisions, resulting in more efficient internal management. Morning Glory has taken a significant step toward becoming a global brand, thanks to a series of promotions and activities.

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