Mengniu Deluxe, Defining Premium Ice Cream in China
作为全球乳业十强蒙牛乳业旗下的高端冰品，蒂兰圣雪一直致力于打造中国人自己的高端冰淇淋品牌。为了实现这一目标，蒂兰圣雪于2017年实行了从产品品质、包装、到销售渠道的全面升级。
Deluxe is a premium sub-brand of Mengniu, one of the Top 10 Global Dairy Companies. Launched 10 years ago, Deluxe has always been committed to creating premium ice cream proudly made by Chinese. In 2017, Deluxe takes a big step forward by rolling out an all-round upgrading to its products, packaging and sales channels.
升级产品品质
坐拥蒙牛强大的黄金奶源地，蒂兰圣雪摒弃传统奶粉制造模式，采用优质纯牛奶作为主要原料，让营养更新鲜。甄选全球优质食材，带来世界级的味蕾体验。
Product Upgrade
Boasting the vast golden prairie of Mengniu, Deluxe has abandoned the traditional way of making ice cream from milk powder and only uses high-quality pure milk as main ingredient. The result is a creamy ice cream with rich nutrition and finest ingredients carefully selected from around the world.
主包装设计 Master packaging design
升级产品包装
卓更受蒙牛委托，为蒂兰圣雪提供包装设计升级。我们进行了品牌及设计审查，确定现有包装中可保持和可优化的部分，并从奢华与食欲感、与消费者的关联、色彩组合以及产品家族感等方面入手，全面提升品牌的高端性。我们以消费者需求为基础发展主包装设计和系列延展设计。在所有包装系列设计中，均以醒目直观的图标突出了优质纯牛奶+全球甄选食材的产品利益点。
Packaging Upgrade
Dragon Rouge was appointed to provide packaging design for Deluxe. We did a design audit on the existing packs to understand which assets to retain and which to improve, and explored ways to dial up premiumness - a more luxurious and appealing look and feel, emotional resonance with target audience, clearly differentiated colors, and a strong family look. Based on the consumer understanding, we came up with the creative concept that leads to the master packaging design and design adaptation to other product lines. For the RTBs, we designed a consistent icon system that highlighted "Pure Milk" plus finest ingredients.
酸奶冰淇淋杯设计延展 Design adaptation to yogurt ice cream
香草巧克力支棒盒装 Vanilla ice cream stick box
汇聚全球优势资源，以天然营养攀登美味新高度。这个夏天，让我们相约蒂兰圣雪，纵情享受唇齿间的沁凉芬芳和极致奢华的味蕾体验吧！
Incorporating superior resources from the world, Deluxe is pushing itself to new heights with rich, natural nutrition and better taste. This summer, pamper yourself with this incredibly smooth and creamy ice cream of Deluxe and give your palate a luxurious treat!
About Dragon Rouge / 关于卓更
卓更品牌咨询是一家全球设计与创意咨询公司。我们为品牌及公司注入灵感、启迪变革、实现壮大。更多详情请访问我们的网站 www.dragonrouge.com，或联系 JiAnn Ng (j.ng@dragonrouge.cn)。
Dragon Rouge is a global design and innovation consultancy. We help brands and businesses to inspire, change and grow. For more details, please visit our website at www.dragonrouge.com or contact JiAnn Ng at j.ng@dragonrouge.cn
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