项目背景：

食色终端SI升级要求

1、强化主题感、突出调性、专注实用与落地。

2、从整体感观上要绝对优于竞品的形态，加强食色识别符号（以食色icon为中心延展其他元素），优化功能造型。

3、国际视野，策略思考；利用低成本制作去塑造行业领先形象；要有强烈的创新意识，拒绝平庸，挑战巅峰。

4、食色终端不是单独存在的，他是美的生活电器各种特有元素的载体，首先需要我们以完整品牌视角去解构食色终端形象，通过360°整合，将品牌VI视觉与食色终端视觉完美融合，并赋予食色形态特有的情感气质，然后重塑食色终端的视觉形象，最后呈现出具有强烈视觉力与感染力的食色终端形象体系。

2018新食色终端升级创意设计

解决之道

摒弃冷冰冰、故作逼格、无关联的“纯售卖目的”的展厅！

带有温度的家的情境元素再现，

让消费者在愉悦自然的动线安排下，

体验产品属性和生活场景的结合，

从而产生消费的主动性。

软性思维，增加家的元素概念，

引导顾客在情感认同中主动消费。

空间升级以销售为目的从三大维度优化

“颜色”—— 温馨+木质元素+氛围

“销售”——   产品+技术+演示

“情境”——   产品+主题(情境)+推荐

Project background:

Upgrade requirements for terminal colorful food SI project

1. Strengthen the sense of theme, highlight the tone, focus on practicality

2. Products are absolutely much better than competing goods in general.

3. International perspective and strategy. Using low-cost production to shape a industry's leading image and have a strong sense of innovation, reject mediocrity, and challenge the pinnacle.

4. Terminal Colorful Food SI Project isn’t  a separate existence. It’s a vehicle of various  specific elements of  Midea domestic appliances.Firstly,it needs us deconstruct the project image through using  perspective of a complete brand.Combining visual of brand VI with terminal visual of Colorful Food Project and given unique temperament to this project.After that,reshape the visual image of the project.Eventually,present strong visual effects and infection.

2018 New Colorful food terminal upgrade creative design

Solutions:

Abandon the exhibition hall that is cold, pretentious, and the "purchase goal!"

The reproduction of the situational elements of a warmth home.

Let consumers experience products and scenes under dynamic-line arrangement, therefore increasing consumption.

Soft thoughts and family concept

Guide customers to purchase actively with emotional identity .

Upgrade space mainly from three dimensions but based on optimizing sales.

"Color" - warmth + wooden elements + atmosphere

"Sales" - Product + Technology + Demo

"Situation" - Product + Theme (Situation) + Recommendation