Project background 

 

In August 2021, the 25 year old "Brain Platinum" team found BY to refresh its brand and put forward the need for rejuvenating the brand strategy of Brain Platinum.

Brain Platinum is a brand with a sales volume of 10 billion+owned by Giant Network Group. It was listed in 1997 and has been popular in China for nearly 30 years; The accumulated sales of more than 460 million bottles have been maintained by a single product for more than 20 years. Nabaijin is a national brand. Its advertising slogan "No gifts will be accepted during the holidays this year, and only Naobaijin will be accepted. As of 2014, Naobaijin has won the first place in the sales volume of single health care products for 16 consecutive years.

 

 

 

 Why BY？ 

 

For a long time, BY has been committed to empowering new brands and traditional enterprises to rapidly complete the business layout of the young new track, helping many brands achieve a hundred million level growth. When Brain Platinum found BY, it was just when the BYYounger Valley landed in Pudong, and the 10th season of BYYounger President Seminar Chongqing Station ended. The theoretical system of BY's rejuvenation has been broken, and the fire of youth has started a prairie fire, which is unstoppable. This time, BY has carried out a new strategic positioning for the brand of Brain Platinum, created a new concept of youth, helped upgrade the brand system and new vision of creativity, and enabled Brain Platinum in an all-round way.

 

01

The sleeping giant wakes up

 

 

No research, no voice

After confirming the cooperation, we quickly launched a one month project survey. From the internal high-level communication to the market status quo, it made an in-depth analysis.

 

 

The key to the early success of NPK lies in its positioning and advertising. The mythical slogan "If you don't accept a gift this holiday, you will receive a gift" has been deeply rooted in the hearts of people. What is worth joking about is that this sentence has been used for 25 years as an advertising idea, and was rated as "Ten Bad Advertising" for many years in a row. With the rapid rise of the new global consumption leading force - Generation Z consumer group, the market demand for health products has increased, and consumers have undergone a fundamental change in the concept and willingness of health food consumption The products and channels have undergone subversive changes. After 16 years of brilliance, Brain Platinum is in conflict with the current environment. The products are facing aging, declining sales, growth bottlenecks, intensified competition and other problems. After the analysis of survey data and actual investigation, as well as multiple rounds of verification, communication and collision with the Brain Platinum team, BY defined this Brain Platinum strategy upgrade as "Brain Platinum+" strategy, that is, taking streaming media channels as the core, while retaining the old channels, it created a new youth track to provide new blood for the Brain Platinum brand.

 

02

Make friends with young people

Generation Z rise 

In the process of brand positioning, BY first made an in-depth analysis and positioning of the market prospects and target consumers. Since 2020, Generation Z has entered the golden age of marriage and children, becoming a new force in the Chinese consumer market. Generation Z has more than 260 million people, accounting for 18.5% of the total population of China. They have better material conditions since childhood and have been enjoying consumption life for a long time. They are natural consumers and are expected to lead the consumption trend of the whole society, bringing important impetus to China's new consumption and new economic development.

Young people's pain points 

As the saying goes, "The most expensive mask is the last night to stay up." Young people have become the main force of the society. With the growth of age, health and beauty are gradually lost. Young people are deeply troubled by the "three deadly sins" of health. The "three deadly sins" of young people's health: "night owl" disease, "youth greasy" disease, and "listlessness" disease.

 

Through the analysis of young people's health problems, based on the advantages of Brain Platinum itself, BY concluded that young people's three main demands for health: good sleep, good shape and good spirit. In view of these three core demands, we will start with the body management, physical fitness management and sleep management that the young generation focuses on, combine science with beauty, and bring imagination with freshness.

 Small numbers, big ambitions 

The product name is the discourse system of the brand and the communication of the brand. Good product names must be easy to remember and catchy, and can help brands attract consumers and reduce marketing costs. This upgrade is named as an intensifier. The BY strategy group names the three products of Brain Platinum+with the theme of vitality, beauty and good sleep.

The four strategy groups put forward 8 groups of ideas respectively, and finally, Group A (Dream Space, Selfie Rice, Late Night King), Group B (Sleeping Fairy, Little Changqing, Little Burning), Group C (Quiet, Yan, Chi), Group D (Sleep Well 9, Big Mouth 7, Vitality 8)

 

 

After many rounds of brain burst research and voting, we finally adopted the combination of "words+numbers", and cleverly used homophonic stem, "eat big - 7, vitality - 8, sleep long - 9" as the name of brain platinum rejuvenation. The product series matrix of Brain Platinum 789 not only has the attribute of rapid social interaction of the young generation, but also the product name is efficacy and product force, which ultimately forms the action force.

 

03

Youth, rejuvenation and upgrading

 

 

 Smiling curve 

In the past, Brain Platinum made its debut through advertising, while this round of upgrading BY hopes to inject more young power into Brain Platinum. In order to increase the brand's intimacy, the design model based on the 28/20 law, 80% of the young feeling+20% of the warm feeling, finally started with a "smile". The core cultural symbol of Brain Platinum originates from the user consumption scene. With "embrace+smile+link+vitality+satisfaction+beauty+enthusiasm" as the core design language, and from the perspective of ordinary people, it explores a brand sense of good life, happiness and happiness for the public. I hope to pass on a positive and beautiful life attitude to consumers and resonate with users.

 

A new design concept——“Smile”

In the past, Brain Platinum made its debut through advertising, while this round of upgrading BY hopes to inject more young power into Brain Platinum. In order to increase the brand's intimacy, the design model based on the 28/20 law, 80% of the young feeling+20% of the warm feeling, finally started with a "smile". The core cultural symbol of Brain Platinum originates from the user consumption scene. With "embrace+smile+link+vitality+satisfaction+beauty+enthusiasm" as the core design language, and from the perspective of ordinary people, it explores a brand sense of good life, happiness and happiness for the public. I hope to pass on a positive and beautiful life attitude to consumers and resonate with users.

◎ Smile Curve Inspiration

 

We have tried a variety of radians. Different radians lead to different fervency indexes of emotions. Finally, we chose the ratio of d=150n and integrated this concept into the logo, hoping that the logo is simple and not simple.

◎ Smile curve radian display

 

Different radian contrast conveys different brand temperament. In order to seek the most reasonable radian in vision, we have made radian changes, instead of unifying the font with a uniform radian. In order to achieve visual harmony, all radians are cut from a circle. We have made a total of 15 versions, and compared them with 1.3, 1.5, 1.6, 1.7, and 2 times of equal proportions. Finally, we chose the 1.5X multiple version.

◎ Brain Platinum+Logo Upgrade

 

During the design process, we found that the larger the value of d (1.6, 1.7, 2X) is, the greater the impact on the logo will be. The larger the value is, the more unreasonable the "golden" character will appear. However, the proportion of 1.3 is slightly less emotional. So we recommend the proportion of 1.5 to the middle value, and retain the optimal proportion of integrity.

 

◎ BY team explains "brain platinum+creativity"

 

When designing the "Brain Platinum+" logo, BY positioned its style on fashion and joy, adhering to the main theme of young generation to keep healthy and fashion and joy, and created a new image of Brain Platinum.

 

◎ BY team goes to Giant Group for proposal

"Brain Platinum+" integrates the "+" of health and smile into the new logo, formally establishing the close relationship between "smiling attitude" and "healthy life". The new image runs through the smile curve, subverting the traditional brain Platinum amber logo. The font is mainly serif free style, and the straight line cutting makes the font more concise and fashionable. At the same time, the proportion and style of the characters were redesigned, and the font style was unified with temperature and affinity through the way of arc ending, which expressed the attitude of Brain Platinum to care about Lehuo health care after 85-95.
 

◎ BY team goes to Giant Group for proposal

In November 2021, BY communicated with Giant Group about the project. Our creative department and strategy department explained the project to the Brain Platinum team in a deep level, and finally this project moved everyone.
 

◎ Brain Platinum+Smile Curve

 

The logo of Brain Platinum is upgraded with the concept of "going to design" and "vitality", rather than a completely different shape design. The LOGO upgrade is to continue users' recognition of the brand of Brain Platinum. The ostentatious changes will only be counterproductive to Brain Platinum. Perhaps, appropriate "subtraction" is just what Brain Platinum needs. So we didn't do too much design on character recognition. If you destroy the brand itself in order to pursue design, then design will lose its meaning.

 

This logo looks simple, but it is actually a spiritual change and upgrading. It represents the future platinum, more charming and warmer.

◎ Brain Platinum+New and Old Logo Comparison

 Let Smile continue

We extracted Smile as a super symbol for upgrading the brand of NPK, and built a "Hundred Smiles" of NPK. He also created some blank spaces, hoping to leave the right to explain Smile's life to consumers. Every user can graffiti freely, and practice and create their own Smile life attitude.

◎ Brain Platinum+Hundred Smiles

In terms of brand color, we chose a brighter, younger and more energetic blue, named it "NBJ Blue", which represents 90% of the brand image.

A good brand needs a good extension system

A good symbol must have strong extensibility and adaptability, and can be used in various places where brands appear. In addition to the application on Vi, we have also integrated the Smile symbol system for brand extension (there are many original designs, and only part of them are shown here).

 

 

04

Super 789 Numeric Symbol

 

 Packaging is both advertising space 

Based on the product positioning, we have made the 789 into the "super digital symbol" of Brain Platinum. The 789 super digital symbol originates from the brand positioning "Big Mouth 7", "Vitality 8", and "Sleep Well 9". Each number has a strong scene implication. We believe that the 789 can be magnified on the packaging to occupy the minds of users at the same time of promoting ourselves, so as to achieve the effect of thinking of Brain Platinum when you see the 789.

 

The digital strategy of Brain Platinum has also been best interpreted in design. If the design is out of position, the design is meaningless.

BY believes that brand color is extremely important. Every enterprise should find its own unique color, and color should not be unconstrained and unsupported. According to different product functions of Naobaijin, Dakou 7, Vitality 8, and Sleeping Well 9 adopt healthy green, vitality orange, and quiet blue, respectively, to respond to the color function and visually show the characteristics of the product.

At the same time, we created several 789s, and finally adopted the current scheme under the comprehensive consideration of proofing, process realization, cost accounting, etc.

 

◎ Unused version

 

 A good package is the most basic courtesy 

Good packaging has sales force and can enable products to achieve self promotion and self introduction.

◎ 789 series product packaging design display

 Dakou 7-L-Carnitine Enzyme Blood Orange Drink 

The consumption scenario of Dakou 7 product is that users want to eat but have various worries. Therefore, in terms of design elements, we have illustrated various elements such as ice cream, chicken legs, hamburgers, etc. to highlight the characteristics of eating freely.

◎ Packaging and display of Dakou 7 products

 

 Vitality 8-taurine caffeine endurance drink 

The core ingredients of Vigor 8 are taurine and caffeine, which can resist fatigue and improve concentration. The product consumption scene of Vigor 8 is more in the morning. When getting up tired, you need a bottle of Vigor 8 to improve your mental state. In design, we use energetic people to express product characteristics.

 

◎ Vitality 8 Product Packaging Exhibition

 Sleep well 9-GABA theanine melatonin drink 

The core components of Sleep 9 are theanine and melatonin, which are mainly used to help users sleep quickly and sleep well. In terms of design form, we use a quiet sleeping villain to express the product characteristics of sleeping, and the taste highlights the elderberry.

 Product is symbol 

The brand symbol and the product are integrated. The simple and creative packaging makes the product stand out, so that consumers can be attracted and recognize the brand at a glance. The package also uses an illustration hollowed out art design. With a gentle pull, it presents a complete "9" artistic abstract painting, creating a colorful, magical and playful surreal world.

 

◎ A box of 7 bottles, one week packaging experience design

 

05

Young marketing

Beauty is the reason to buy

 

 Brain Platinum 789 product is gradually launched 

March 21, 2022 is the World Sleep Day. Brain Platinum+has chosen to launch "Sleep Well 9" on the sleep day, hoping that young people who are troubled by anxiety and insomnia can bid farewell to active insomnia as soon as possible.

From the birth of the new brand "Brain Platinum+" to the new product "Sleeping Well 9", BY has constantly tried to explore the young marketing, combining the characteristics of online and offline platforms and the packaging style, illustration style and product details of "Sleeping Well 9".

 

◎ Sleep well 9 Product creativity

 

 

 

3月16日，脑白金+ 789系列已正式天猫开售，希望在传递积极生活理念的同时，也能看到您发自内心的微笑。

 

◎ 脑白金 大口7

 

◎ 脑白金 活力8

◎  Brain Platinum Sleep Well 9

 

In order to be more in line with the characteristics of young people, after repeated research and experiments, the taste, dosage form and efficacy of Brain Platinum have been overturned again and again, because we know that a good brand is not only a unilateral information output and signal release, but also needs the brand to impress people, implement rational strategies sensibly, and establish an interactive relationship between the brand and consumers. In other words, it is also a kind of self indulgence to show the selling points stiffly, because today's consumers are more and more "soft than hard".

It is believed that under the enterprise's systematic rejuvenation transformation strategy, NPK will stick to its quality and constantly refresh the brand's sense of existence and brand strength among young consumers, so that the brand will win the favor of the young group of Generation Z.

Finally, I would like to thank the senior leaders of NPK for their high attention to this project and their recognition of BY. The NPK project is a repeated verification of our young working methods and principles, as well as a process of continuous improvement and qualitative change through quantitative change.

 

— THE END —

 

Production: BY Global Youth Innovation Group x Shenzhong Maolin 4A Upgrade

The cooperation content is: brand rejuvenation strategic positioning+brand full case visual upgrading+listing marketing strategy

Overall supervisor: Ellison Guo Peng

Strategy Leader: Steven Dashan

Design Director: Chen Xing

Account Director: Yuki

Main project designer: Datian

Modeling rendering: Chen Zhun

Designer involved: Yu Ang/Pearl

Illustration: Diandian, Zhu Zhu

Video: CEE Jin Yan

 

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