Project background:
Mr. Owl gum is both delicious and fun, and has gained a lot of popularity since its appearance in the 19th century. Chewing gum is widely loved, and the market is naturally competitive, so many brands choose to constantly change product flavors and launch new packaging as brand selling points to attract consumers' attention. In order to achieve differentiation, functional chewing gum with "refreshing" as its main selling point was introduced. In today's fast pace of life, "fatigue" is not strange in People's Daily life, especially for office workers, students and other groups. Satisfying both cravings and cravings makes it easy for Mr. Owl to break into the market, and while the selling point is unusual, functional chewing gum can flood a fast-growing market at any time. To this end, Mr. Owl needs to improve the visual design of the entire image of the product, establish a unique brand image, and make it stand out. After combing the genes of the brand, the team decided to optimize the overall image of the brand on the basis of maintaining the tonality of the brand of Mr. Owl, from the basic VI to product design, from the publicity poster to the e-commerce web page, all of which belong to the brand of Mr. Owl.

Solution:
It's an expression of unearthing insight. In Western culture, the owl is a symbol of wisdom, "Harry Potter" in the understanding of the messenger is the owl. Owl has a good meaning, the image is consistent with the product "refreshing" function, but also in line with the "natural, nature" brand tonality. As a result, the team developed a brand image design scheme: choose a symbol of sober owl, a symbol of nature's leaves as the main icon of the brand, positioning Mr. Owl is a healthier way to relax and wake up, highlighting the brand concept of "natural awakening". In order to attract the attention of office workers, drivers, students and other target consumer groups, we will be black and yellow as the main color of the product, the use of cool black packaging and sharp owl eyes, so that the visual effect is more impact, layer by layer to show the high-end positioning of Mr. Owl brand and fashionable product style, highlighting the unique charm of Mr. Owl brand. At the same time, the team in the production of e-commerce web pages, yellow as the main background color, and the use of light and dark contrast, outline a cool style, echo with the tone of the product, present the brand image of the system, in order to bring consumers a strong sense of freshness.

Objectives and results:
After the launch of Mr. Owl chewing gum series, sales and brand awareness have been greatly improved, and a unique brand image has been established in the market, and more and more chewing gum consumers have begun to notice the "little black box" in the fresh pile.