挑战
在全球疫情的背景下,人们发现自己在家中既要兼顾工作又要处理生活事务,因此对多功能、舒适和实用的家居解决方案的有了更高的需求。我们的客户为一家OEM (原始设备制造商),他们观察到了这一市场机遇,希望创立一个DTC (Direct to Consumer,直面消费者) 品牌,用独特的产品设计和解决方案帮助人们更好地享受居家生活和工作体验。为了实现这一愿景,客户与Prophet铂慧展开合作,共同打造并推出他们的首个B2C品牌。
解决方案
我们与客户紧密合作,从无到有打造全新品牌,满足当下远程办公消费者的独特需求,与其建立高度相关性。
我们采用了基于AI技术的在线研究工具,对美国的135名潜在顾客进行了深入访谈,从而了解他们在居家办公设备方面未被满足需求和期望。我们的研究获得了关键洞见,消费者不仅希望保证身体健康,还渴望实现良好的工作与生活平衡,这包括了优化其生活的方方面面。
From this, we created a new brand purpose, “We believe happiness comes from being in the flow in all activities we do at home.” We then created brand principles, tone of voice, and the tagline “Work. Flow. Home” to bring the brand to life in a unique and distinctive way against other competitors. The name “Beflo” came out of the idea of being “in the flow” when everything you do works seamlessly and effortlessly.
Beflo began developing a desk prototype, combining motorized height-adjustable settings with modular tech accessories around cable management, charging features and other productivity tools. As part of that, we worked with them to create brand principles based on their new purpose that would have implications for their product design.
The visual identity also used the “flow” concept to create a simple and ergonomic-looking logotype with rounded letterforms and the curved ligature between the “f” and “l” that mimicked the side profile of the curve on the desk’s legs.
基于这些洞见,我们打造了一个全新的品牌使命:“我们相信,快乐源于行云流水般的居家生活。” 我们随后制定了品牌原则、通调和标语“Work. Flow. Home.” (工作、流动、居家),将品牌塑造得更加丰满和独特,并与竞争对手建立差异。我们根据“in the flow”的概念创造了品牌名称“Beflo”,表示每项工作都能流畅衔接并轻松完成。
Beflo着手设计开发办公桌原型,巧妙地将自动化高度调节和科技配件模块 (包括电缆管理、充电功能和其他工作效率工具) 相融合。同时,我们与Beflo合作共同制定了基于他们全新使命的品牌原则,为产品设计提供了重要考量。
在Beflo的视觉识别中,我们延续了“流动” (flow) 的概念,创造了一个与人体工学原则相近似的简约标识。品牌标识采用圆角字形,并在“f”和“l”字幕之间加入弯曲,模仿桌子腿部的优雅轮廓。
Results
The brand concept, name, visual identity and product design successfully came to market in 2023. The branding was recognized in the 2021 Transform Awards as the Best Visual Identity in Technology, Media and Telecommunications.
成果
Beflo的品牌概念、名称、视觉识别和产品设计于2023年成功面市。该品牌的视觉识别在2021年Transform大奖中荣获了“技术、媒体和电信类最佳视觉识别”类别的嘉奖。