First, we study the brand market landscape, target consumers and competitor analysis through social media listening and E-Commerce data analytics.
We verified our findings with an offline workshop with brand stakeholders, which further provided valid findings about brand positioning research and communication strategy.
We set guidelines for:
• brand identity
• design usage
• and application for marketing communication
We designed it to reflect the company's values and adapt semiotics with the audience in mind.
Following guidelines, we create stand-out visual elements to strengthen brand identity among social media channels.
In preparation for a nationwide campaign, we conceptualised and executed a TVC.
Following our TVC, we launched a Yangtze Delta-focused (where most of our audience is) campaign. We revamp all KOL images to match our video's aesthetic, creating continuity between all touch points.
We helped Melitta rejuvenate its current brand positioning to better suit Chinese consumers’ preferences and roll out its updated communication message with a systematic guideline to make it more attractive for further market shares.
