1、欢迎大家PROJECTARCADIAxMobi Garden Brand Debrief牧高笛品牌牧高笛品牌阐阐述述Content01 消费者洞察概述02 产业定位03 牧高笛品牌定位04 品牌新视觉系统05 品牌沟通原则06 品牌沟通框架01 消消费费者洞察者洞察人们与自然的关系 Consumer Insight|Peoples relationship with nature GooGoo/大理自然教育先锋Chloe/上海文化达人社群平台创始人星辰&阿树/大理云南精致露营经营者Kate/上海潮流文化先锋一木/绍兴BC达人/自然教育实验家蛋包饭/上海户外活动/赛事组织者家琦/宁波周末露营营地2、经营者王捷/北京风格露营美学探索者王厂长/杭州精致户外文化推动者林客/丽江户外旅拍自媒体人Miles/巴黎户外箱包设计师Rockid夫妇/上海向往自然的都市小俩口Joy/苏州狂野奔放自驾游旅者Yuda/温哥华Glamping发烧友小琴/上海探索自我户外爱好者Alan/上海房车发烧友/超级装备党一枰/北京随性自由的户外爱好者林木森/上海独具一格户外摄影师Kelvin/上海Glamping发烧友Mia/上海精致露营小白/牧高笛忠实用户Michio/东京Solo露营爱好者婷婷/大理崇尚自然教育的妈妈青青&张权/大理露营旅居践行者/自媒体人小迪/大理徒步爱好者/数字牧民3周周时间时间，3场场露露营营，3、24位受位受访访者者3 weeks,3 camping trips,24 intervieweesThroughout our research,we have identified 5 key insights on peoples relationship with nature and their underlying needs 从调研中，我们总结出了5个关键洞察，来探讨人们与大自然的关系和需求。消费者洞察 Consumer Insights05人们期待的自然，是为人设计的，经过筛选和优化的。People aspire for a nature that is designed for4、 human beings,filtered and optimized.Experiencing nature is acknowledged as temporary,a foil to the the realities of modern life04体验大自然，是平衡现代生活的调剂。Experiencing the nature is a relief to balance modern life.03大自然激发人们与生俱来的好奇心和创造力。Nature inspires peoples inherent curiosity and creativity.02大自然让人们容易建立没有5、功利的深度关系。Nature can break conventional social norms01大自然让人们得到自我疗愈，重获能量。Nature allows people to be healed and regain energy.Modern city life is bringing increasing anxiety and stress to people.The repetitive and stressful life;The complex and utilitarian social relations;The loneliness due to a lack o6、f deep connection with others.现现代的都市生活，代的都市生活，给人们带来越来越大的焦焦虑虑和和压压力力机械而紧张的生活；复杂而功利的社会关系；缺乏深度联结的孤独消费者洞察 Consumer InsightsPeople aspire for a state and experience very different from the city.to relieve the anxiety and stress caused by urban life.Nature plays a very important role here.In nature,people 7、get a respite and relaxation,feeling free.so that when they return to the city,they can feel fully-engaged to work and live.人们向往与城市截然不同截然不同的状态和体验，来缓缓解解城市生活带来的焦虑和压力。大自然在此承担了很重要的角色，在大自然中，人在大自然中，人们们得到喘息和放松，感受自由得到喘息和放松，感受自由.从而为了回到都市后，回到都市后，继续继续全情投入地工作和生活。全情投入地工作和生活。消费者洞察 Consumer Insights02 产业产业定位定位精致露营8、 The Camping Industry|Defining a Value Proposition for Glamping传统露营Camping都市自然野生自然基于消费者调研，我们理解了露营对当今人们生活的意义。有越来越多的人，想通过露营来体验自然，寻求生活中的反差感。很多消费者由城市公园野餐，接触到“精致露营”，而传统露营的部分消费者，也自然的接受了更舒适和精致的露营方式，因此“精致露精致露营营”变变成了成了时时下露下露营营浪潮中的浪潮中的“甜蜜点甜蜜点”。Based on consumer research,we understand the significance of campi9、ng to peoples lives today.More and more people want to experience nature and seek a sense of contrast to their daily life through camping.Many consumers get to know glamping through picnics in urban parks.Some traditional campers have naturally accepted a more comfortable and sophisticated way of ca10、mping.So glamping has become the sweet spot in the current camping wave.户户外外/野外活野外活动动地地纯纯野外野外城郊露城郊露营营地地/森林公园森林公园自然自然风风景区景区家中院子家中院子/城市公园城市公园精致露营glamping甜蜜点甜蜜点Sweet spot03 牧高笛新品牌定位牧高笛新品牌定位The New Brand Positioning for Mobi GardenRockid夫妇/上海向往自然的都市小 俩口精致精致进进取都市人取都市人渴望在大自然获得新生体验定义目标受众Defining Target Aud11、ience我们访问的城市城郊露营人群The urban/suburban campers that we interviewedJoy/苏州狂野奔放自驾游旅者Kelvin/上海Glamping发烧友Mia/上海精致露营小白/牧高笛忠实用户青青&张权/大理露营旅居践行者/自媒体人Refined and progressive urbaniteswho crave for rejuvenated experiences in the nature.生活生活阶阶段段他们是一群职业已经步入正轨的都市上班族，有着 稳定的收入，繁忙的工作，让他们格外期待独特而丰富的体 验。生活生活态态度度他们更希望有品质12、地度过周末假期，热爱自然、旅行、运动、到处探店不断寻求生活中的各种反差。他 们的生活也被各种精致而实用的产品围绕，并忠于1-2个服饰或生活方式品牌，因 为这些品牌契合了他们心中对美好生活的向往。定义目标受众Target audienceRockid夫妇/上海向往自然的都市小 俩口我们访问的城市城郊露营人群The urban/suburban campers that we interviewedJoy/苏州狂野奔放自驾游旅者Kelvin/上海Glamping发烧友Mia/上海精致露营小白/牧高笛忠实用户青青&张权/大理露营旅居践行者/自媒体人Stage of LifeThey are busy13、 white collar workers settled into steady careers,with consistent income that they want to put towards unique and enriching experiences.OutlookThey hope to spend quality time over the weekend.They love nature,traveling,sports,store exploration,and seek contrast to their everyday life.At home,they su14、rround themselves with useful,comfortable,and convenient products,and are loyal to 1-2 apparel or outdoor brands that represent a consistent and aspirational ethos.受众痛点受众痛点一方面，他们希望体验户外露营的新鲜反差，另一方面，也希望有豪华酒店般的舒适享受 精致露营能满足他们对深层放松和精致舒适的内心需求。目前，能满足他们更简单频繁的，在都市与自然 间转换的生活方式产品并不多。另外，很少有 户外产品能满足他们的品味和品质标准。定义15、目标受众Target audienceRockid夫妇/上海向往自然的都市小 俩口我们访问的城市城郊露营人群The urban/suburban campers that we interviewedJoy/苏州狂野奔放自驾游旅者Kelvin/上海Glamping发烧友Mia/上海精致露营小白/牧高笛忠实用户青青&张权/大理露营旅居践行者/自媒体人Pain Points:On the one hand,they want to experience the fresh contrast of outdoor camping,and on the other hand,they want the16、 comfort of a luxury hotel-glamping can meet their inner needs for deep relaxation and exquisite comfort.Not many current products fit a lifestyle that alternates between city and nature regularly.Additionally,few outdoor products match their domestic livings elevated standards of quality and taste.17、Blend natures magic into life,Bring comforts of life into nature.将自然的魔法融入生活，将舒适的生活搬到自然。让生活被大自然治愈，让大自然被品质生活点亮。大自然天然的疗愈力 便捷安全的生活习惯和简洁优质的审美情趣让让 大大 自自 然然 的的 魔魔 力力 融融 入入 生生 活活，将将 生生 活活 的的 舒舒 适适 带带 去去 自自 然然。品牌新定位Value PropositionBrand Video忙碌的节奏，多重的压力，让越来越多都市人，处在压抑紧绷的状态。也许，我们需要换个地方放飞自己把书房换去草地，空间变大了，思维也瞬间开18、阔了；把厨房换去小溪边，今晚的烤鱼，来自下午的战利品；把卧室换去树林间，躺着数星星，治好了 许久的失眠都市人的问题，大自然能解决！不必舍弃平日的舒适，带上满心欢喜，舒舒服服，扎进自然。不必有任何压力，随心装点，随性发挥，大自然的慷慨，鼓励每个人 Freestyle！当你把自己的“小美好”融入进“大自然”，她会回馈你美妙自在的能量场。一起吧，共同打造属于我 们的自然花园！无论亲朋好友，还是刚遇见的陌生人，感受这久违而纯粹的自在，这正是我们难得而独特的珍贵回忆 将舒适体验带去自然，把自然的魔力 带回生活。出去，为了更好地回来。小自在，开启大自然。小自在，开启大自然。Mobi Garden品牌宣言B19、rand Manifesto品牌标语Brand slogan消费者体验到的纯粹自在由Mobi Garden和自然氛围共同作用产生我们主张自在的体验自然我们提供舒适的保障和自由的 选择Consumers experience purity and freedom as a result of the synergy between Mobi Garden and the natural atmosphere.We believe in experiencing nature with ease by providing comfort and freedom of choice.一方面，Easy20、 Goings有祝愿某人旅途愉快的意思，如“一路平安”或“一路顺风”Wishing someone pleasant journeys,like“safe travels”or“Bon Voyage”当“easy“和”going”合并成一个词时，又可以指一种放松无 忧的状态。aA play on words from“easygoing”-a relaxed and carefree state品牌标语Brand slogan品牌差异点Differentiation Point目前的露营领域，传统传统露露营营企企业业仍聚焦仍聚焦产产品性能品性能，以好用、耐用、好用、耐用、坚坚固固作为设计出发点21、。而经经典的精致露典的精致露营营品牌，局限在返璞品牌，局限在返璞归归真的生活方式和美学里真的生活方式和美学里，用精致的做工和细节，模式化的体验，高昂的价格，给消费者体验升级的同时，带来很多局限和负担。而我们相信：体体验验自然，将愈自然，将愈发变发变成都市生活的一种成都市生活的一种补补充，充，都市与自然的生活将相互作用，彼此启都市与自然的生活将相互作用，彼此启发发，创创造人造人们们的未来向往的未来向往。并在这个过程中，我们顺应国内现状，用实实惠的价格惠的价格和多多样样的的风风格格，帮助更广泛的消费者开启尝试，去实践和积累真正适合自己、适合自己、让让自己舒服的自己舒服的“自在自在”精致露精致露营营22、及生活方式及生活方式。为了突显差异化和推动品类发展，我们的目标是：At present,in the field of camping,traditional camping companies still focus on product performance,with convenience and durability as the starting point for design.The classic glamping brands are limited to a back-to-basics lifestyle and aesthetics,with exquisite wo23、rkmanship and details,modular experiences and high prices,which help elevate the consumer experience,yet bring a lot of limitations as well.We believe that experiencing nature will increasingly complement urban life.Urban life and outdoor life will interact with and inspire each other to create peop24、les future aspirations.And in the process,we are responding to the current situation in China.With affordable prices and diverse styles,we help a wider range of consumers start to experiment,practice and experience the free and comfortable glamping and lifestyle that really suits them.To differentia25、te and move the category forward,we aim to:For Everyday AdventuresCamping experience catering to urbanites need for comfort贴合都市人习惯和舒适标准的露营体验多样有个性的装备提升精致感和趣味推进中国露营新方式和风格的突破和尝试品牌差异点品牌差异点Differentiation Point010203Look Good.Feel GoodBeauty&diversity of gears for refined and playful experiencesCatch the26、 Camp SpiritExploration of new camping forefronts in China品牌新定位总述New brand position summary牧高笛面向的是，那些追求在快节奏都市生活中找寻平衡的“精致进取都市人”。我们最初根植于山地户外，将发展成为一个围绕精致露营，不断寻求突破的露营生活方式品牌。我们相信大自然和城市生活彼此依存、相互促进，人们能从中收获新鲜的能量与启发。牧高笛的核心就是让人们可以自在的，用自己喜爱的方式，轻松而舒适的深入大自然，让大自然焕活人们的心灵，重新点燃人们与生俱来的活力与好奇心，并和他人建立真挚的链接。我们通过舒适可靠和丰富多彩27、的产品来实现广大消费者的各种精致露营体验，让现代生活的舒适与大自然的灵感融为一体。Mobi Garden is for the refined and progressive urbanites seeking balance to their fast-paced urban life.With roots in mountaineering,we are a refined and progressive outdoor lifestyle brand that sees nature and the city as intertwined and mutually reinforcing28、 for people to get fresh energy and inspiration.At our core,Mobi Garden enables people to immerse in the nature in the way they like,easily and comfortably.We let nature rejuvenate our spirits and rekindle our inherent vitality,curiosity and togetherness.We create a wide range of glamping experience29、s through our comfortable,reliable and diversified products that blend domestic comfort with outdoor inspiration.我们品牌面向谁WHO我们品牌是什么WHAT我们为何而做WHY我们如何做HOW从从fromMobi garden的品牌转变大山有大美大山有大美高山极限Alpine inspiration性价比Cost effective质量可靠Reliable quality冷山帐篷Cold Mountain Tent专业户外装备Professional gear小众入门NIche&ent30、ry level到到to小自在小自在 开启大自然开启大自然易于尝试Easy to try舒适可靠Comfortable&reliable丰富齐备的系统Rich&complete system精致露营生活装备Exquisite Lifestyle Gear引领大众的Leading the public大自然中的美好生活Good life in nature符合都市品味个性Personal aesthetics&taste品牌名故事品牌名故事Naming story我们理解Mobi Garden的“花园”，是人与大自然共同协作的美好产物。正如我们的精致露营，是人们在大自然中为自己创造的“自在花园”31、。We understand the garden in Mobi Garden as a beautiful product of the collaboration between human and nature,just like glamping is the comfortable garden that people create for themselves in nature.属于你自然自在的花园属于你自然自在的花园从2003年，Mobi Garden便专注在专业露营装备。将户外露营理念与城市生活方式 结合，在大自然与都市生活 间寻求一种平衡，一个在大自然中的“自在花园”。你32、是你自己的园丁。在花园里，不仅有花有草，有星辰大海，有大自然的慷慨和美好；也有你的生活习惯，舒适与品质，以及属于你的个人气息，品位格 调。带上心爱的装备，去打造一个独一无二的花园吧！它可以在城郊的野外，也可以在街区的公园，甚至在你自家的阳台上 Mobi Garden属于你自然自在的花园。我们主张自在的亲近大自然，探索大自然带给人们生活的深刻启发和珍贵能量，致力于打造舒适、精致、独特的露 营体验。小自在，开启大自然小自在，开启大自然品牌名故事Naming story04 品牌品牌视觉视觉新系新系统统 Mobi Garden VI SystemThe Logo has been refactore33、d into a new overall shape while referencing the heritage of its previous iterations.The angled intersection of three forms now adds a new element of directional visual interest while still maintaining stability.我们在品牌logo之前的迭代基础上，重新构建了一个新的整体形状来呈 现logo。新的logo图标包含三个组成图形，不仅保持了稳定的造型感，还通过特定的角度走向，为整个视觉画面注34、入了一层新的诠释。在动态效果中，我们参考呼应的是三个不同帐篷汇聚到一起的画面。不 论你偏好哪种露营方式，这个开放的花园随时对所有人敞开。品牌品牌Logo：演化：演化Logo EvolutionThrough our animation,we reference the idea of 3 different tents coming together.No matter your approach to camping,all are welcome in this open garden.这也进一步引导我们为logo创造了一种颜色选择，这个颜色能为品牌带来更多的活力，让品牌更具吸引力。Col35、or logo on patchTranslation doneBrandenAnother interpretation of this shape is the view when under the comfort of a tent or tarp.You can experience protective comfort,natural greenery,and inspirational sky all in one.This led us to create a color option of the logo,which brings added energy and appe36、al to the brand.品牌品牌Logo：颜颜色色Logo Color对于这个图形，还有另一种解读角度，可以把它想像成当你在 帐篷或天幕下方时，向外看到的景象。那一刻，你可以同 时体验到舒适保护、大自然的绿色和令人欢欣的天空。我们在logo色板的基础上，进一步创造了一套新的品牌 辅助色。这些辅助色的灵感同样来自广泛的户外世界：天然织物染料，温暖的环境，花草树叶。品牌色板品牌色板Brand Color PaletteWeve built on the logo palette to create a supporting set of new brand colors.Similarly37、,these are inspired by broad spectrum of the outdoors:natural fabric dyes,warm settings,and flowers and leaves.Next,weve taken the protection idea of the logo one step further to introduce a visual layout motif that can be applied to text content.Using this text wrapping structure to envelop icons o38、r logos helps draw the eye While reinforcing our concept of interior comfort.接着，我们在logo这种给人有保护感的设计基础上，引入了一种视觉排版主题，适合用于文本内容。这种文字包裹式的结构形态，将图标或logo包围起来，有助于吸引眼球，同 时强化我们产品“内在舒适”的理念。视觉视觉主主题题：精心：精心设计设计的的结结构空构空间间Visual Motif:Crafted SpaceQuick DryingWear ResistantUV Sun ProtectionGenuine LeatherReal WoodWat39、erproofBreathable FabricLight WeightEco FriendlyTechnical Fabrics快干耐磨防晒真皮实木防水透气轻巧可持续新型面料Tech/Functional Fabrics技术/功能面料BrandenA consistent icon style aids in explaining some of the recurring functional benefits of the product details.This set uses consistent outlines with soft rounded corners for a f40、riendly and clear approach.一致的图标风格有助于解释产品细节中反复出现的功能价值。这套图标一致采用了带柔和圆角的轮廓设计，让人感觉既清楚又有亲和力。图标图标Iconography插画插画Illustration插画风格借鉴了logo的设计效果，将各种大胆的 图形组合在一起，形成一个更大的构 图。可以通过更加艺术化的渲染方式，呈现出更有手绘感的有机效果。Our illustration style borrows the effect of the logo,with various bold shapes coming together to form larger 41、compositions.These can be more artistically rendered to reflect an organic and more hand-touched feeling.拍拍摄摄：基本：基本产产品拍品拍摄摄Photography:Basic Product Shots打光：打光：模仿阳光直射（朝着 1个方向，阴影要明显），这样产品的深度和尺度会比 较清楚。Lighting:Imitate direct sunlight(1-directional,distinct shadows).This provides a clear sense of depth42、 and scale.造型：造型：应让人感觉产品位于自然视角的平面上。交互：交互：手的触摸或面料的折叠，可以清楚表现产品的尺度或用途，甚至暗示 产品的重量或触感。Styling:hint at items situated on flat surfaces with natural viewing anglesInteraction:The touch of a hand or the foldover of a fabric can clarify the scale or usage of objects,and even hint at the weight or tactility.拍43、拍摄摄：人物：人物场场景景Photography:people&scene打光：打光：自然光线，优先阳光明媚或温暖的光线。Lighting:natural light,preferably sunny or warm light.场场景打造：景打造：打造真实自然，但富有美感的场景。交互：交互：抓住人们的真实而饱满的情绪瞬间，避免摆拍感。Styling:create real,natural yet aesthetically pleasing scenes.Interaction:capture peoples real and full emotions,instead of pretent44、ious posture.模特建模特建议议Suggestions on model根据我们的品牌定位和受众，我们将模特分为4个类型，去演绎“精致进取都市人”。在模特五官，倾向端正，有一定立体感，笑容亲切有感染力的东方人面孔。和气质上，倾向开朗风趣，没有压迫感，聪明友善的现代都市人形象。拍摄时，采用自然的淡妆。Based on our branding positioning and target audience,we divide the models into 4 types to represent how“refined progressive urbanites”look like.45、The models facial features should be decent and clear-cut,characterized by oriental faces with a friendly and infectious smile.The models temperament should be cheerful and fun,without a sense of oppression,like a smart and friendly city dweller.Use natural light makeup during shooting.爱折腾的有型生活先锋Sty46、lish life pioneer who likes to flip flop有品有范的轻熟家庭/轻中年Classy&stylish family/the light middle-aged可爱可亲的精致白领Lovely and exquisite white collar worker阳光可爱的烂漫小孩Bright,cute&innocent kids服装搭配建服装搭配建议议Suggestions on clothing轻松的休闲户外风格将都市的休闲服饰与时尚的户外机能服饰混合搭配，从而简化露营服饰繁琐的细节，让视觉感官放松下来。同时让人物很好的从丰富的装备和场景中凸显出来。采用明亮而柔和47、的色彩搭配，拒 绝黑白对比，大红湖蓝等传统户外服饰颜色，也拒绝迷彩等容易和自然背景混在一起的颜色。Relaxing casual outdoor styleMix and match urban casual clothing with fashionable functional outdoor clothing,thus simplifying the tedious details of camping clothing for a more relaxing visual effect.At the same time,it makes the characters stand out48、 from the rich equipment and scenes.Use bright and soft colors,rather than black and white,or traditional outdoor clothing colors,like red and lake blue,or camouflage and other colors that may easily blend in with the natural background05 品牌沟通原品牌沟通原则则 Brand Voice能量能量Vitality 焕然一新、振奋人心的能量和氛围Refreshed49、 and uplifting energy and vibe探索探索Curiosity对探索、学习和玩乐的迫切渴望The urge to explore,learn and play联结联结Togetherness与他人连结互动的归属感The sense of bonding and belonging能量能量Vitality 探索探索Curiosity联结联结Togetherness促进自我焕新的体验Promote a self-rejuvenating experience鼓励自发的尝试与创造Encourage self-initiated experiment and creation打50、造真挚本真的相处Create a genuine and authentic relationship品牌关品牌关键词键词Brand keyword01 富有感染力富有感染力我们是发自内心的热爱自然，并希望分享这份热爱，这让人感觉真诚和富有感染力。我们就像是朋友一样，在分享自己的热爱。我们不会矫情做作，也不会虚情假意。02 拥拥抱新抱新鲜鲜事物事物我们非常乐观，心态开放，对新事物总是跃跃欲试。我们分享感受和体验，而不是传播刻板的理论知识。我们不是万事通，也不自居是 权威，来排斥、打压新事物。03 促促发发平等平等连连接接大自然很广袤，也很慷慨，我 们也一样。我们总是抱着平和的眼光，用亲切的语言51、交流，尊重各行各 业的人们的不同想法。我们不吹嘘，不装腔作势，更不会看不起初学者。01-Embody VitalityWe want to everyone to love nature as much as we do,and the enthusiasm should feel genuine and infectious.We are optimistic and open-minded,finding the joy and wonder in moments big or small.We arent saccharine or fake 02-Encourage Curiosity52、We get satisfaction when new people enter our world and see through our eyes.We use kind language,speaking as if were a knowledgeable friend and guide.Magic happens when people see or feel things they havent before.We arent know-it-all,and dont look down on beginners 03 Facilitate TogethernessWe kno53、w that nature is a place to form strong bonds and lasting memories.We are appreciative of all types of interests and approaches,and welcoming to all walks of life.We arent exclusive,boastful or pretentious品牌沟通原品牌沟通原则则Brand Voice能量能量Vitality 探索探索Curiosity联结联结Togetherness06 品牌沟通框架品牌沟通框架 Brand Communic54、ation Framework高光时刻整合市整合市场场沟通沟通通过这4个“高光时刻”的梳理，帮助Mobi Garden在日常的市场沟通中，梳理不同渠道的内容信息，梳理不同渠道的内容信息，整合整合产产品与品牌沟通的一致性。品与品牌沟通的一致性。Integrated market communication through highlight moments-These 4 highlight moments will help Mobi Garden synthesize the information from different channels in marketing,and ensur55、e consistency across product and brand communication.小自在小自在 开启大自然开启大自然 整理时刻装点时刻惬意时刻社交 时刻 灵活 氛围感 舒适 仪式感 美学 个性化 便捷 趣味性自如的整理时刻自豪的装点时刻自悦的惬意时刻自由的社交时刻家中打包家中打包 汽汽车车装装载载 露露营营收收纳纳装备和物品的整理收拾,往往混乱、费时、令人无所适从。融入秩序感和趣味，让原本枯燥恼人的整理过程，变得更轻松、高效、愉悦。物品得到了归整，心情也得到了转换，不管是出发前的打点、露营期间的准备，还是结束后的收拾，都能够从容应对，游刃有余。自如的自如的整理整理时时刻56、刻01Packing at home|Car loading|Camping storageOrganizing and packing equipment and items is often a messy,time-consuming and frustrating moment.Incorporating a sense of order and fun can make the originally boring process more relaxing,efficient and delightful.When the items are organized,it will pu57、t you in a different mood.Whether it is packing before departure,preparation during camping or packing up at the end of the day,you can always handle it with ease and comfort.自如的自如的整理整理时时刻刻01自如的整理自如的整理时时刻刻沟通内容Organize momentSean沟通内容Moment Communication沟通信息：用自如而愉悦的整理 过程提前开启露营的自在模式产品RTB：便捷 趣味性 顺畅 巧妙设计58、Message：Start the at-ease camping mode in advance with a smooth and delightful organize moment.Product RTB:Convenient,fun,smooth,smart design.自如的整理自如的整理时时刻刻沟通视觉Organize moment高光时刻Highlight moment沟通内容Moment Communication视觉表达：用协调而明亮的色彩，传递愉悦的情绪。用人与产品的互动，表现自如顺畅。丰富的收纳场景，创造多元收纳领域，家中、汽车后备箱、露营帐篷、厨房等。Visual 59、expression:Use coordinated and bright colors to convey pleasant emotions.Express the easy and smooth experience through the interaction between people and products.Rich and diverse storage scenarios and areas,including home,car trunk,camping tent,kitchen,etc.帐帐篷内外篷内外场场景餐食呈景餐食呈现现美物展示美物展示到大自然欣赏美景，自然要也60、要让这个过程美好起来。拒绝简单粗暴、千篇一律，将自己的审美和巧思延伸到自然之中，融入大家丰富的个性，自由发挥。享受这专属的美学时光，为自己和珍贵的伙伴精心装点。让这“精致”的美好，成为值得庆祝的难忘记忆。自豪的自豪的装点装点时时刻刻02Inside&outside of the tent|Meal presentation|Object displayTo enjoy the beautiful view in the nature,we should make the experience a beautiful one as well.Lets Integrate our aestheti61、cs and ingenuity into nature,together with our diverse personalities,and enjoy this exclusive aesthetic moment together.Decorate for yourself and your precious partners.Make this exquisite beauty an unforgettable memory that is worth celebrating.Designed for our favorite tradition:DinnerTables all s62、et.Just add folks.Easy on the eyes.喜爱初夏，喜爱阳光下的香槟酒。赏心悦目一切就绪，等待入席。沟通内容Moment Communication沟通信息：自在创造美妙风格为自己和珍贵的伙伴精心装点产品RTB：美学风格 各种主题 潮流元素 色彩Message:Free to create fabulous stylesDecorate for yourself and your precious partnersProduct RTB:Aesthetic style,various themes,trendy elements,color.A bouquet a 63、day to give away每天送出一束花视觉表达：围绕不同的季节、环境、色彩、自然元素等，用丰富的物件，打造看似随意的却主 题鲜明的露营美景。用人与场景互动，装点的过程、合影留念让画面更自然随意。时不时跳出理性，围绕自然，大胆尝试。Visual expression:Centering around different seasons,environment,colors,natural elements,etc.,to create a seemingly random but thematically distinctive camping view with a wealth of64、 objects.People interacting with the scene,the decorating process,group photo.Make the picture more natural and casual.From time to time,step out of rationality and make bold experiments on nature.沟通内容Moment Communication休憩睡眠咖啡体休憩睡眠咖啡体 验验食材准食材准备备短暂的发泄和纵欲，并不能转化城市生活带来的压力和焦虑。自然已经不仅仅是“逃离城市”的临时目的地，而是一个自我65、焕新的体验。置身于自然的疗愈能量场，我们沉浸在露营中惬意、舒适、有仪式感的氛围与空间中，允许自己“慢”下来，重新找回与自己的连结。自悦的自悦的惬惬意意时时刻刻03Rest|Sleep|Coffee experience|Ingredient preparationVenting your anger and indulge yourself for a moment will not convert the pressure and anxiety of city life.Nature is no longer a temporary destination for escaping the66、 city,but a self-renewal experience.The healing energy field of nature puts us in a cozy,comfortable and ritual atmosphere and space,allowing us to slow down and reconnect with ourselves.In-Active Wear沟通内容Moment Communication沟通信息：慢下来取悦自己从小仪式中感受自在能量产品RTB：舒适、科技、质感、仪式感Message:Slow down to please yourse67、lfFeel the energy of ease from small rituals.Product RTB:Comfort,technology,texture,ritual.沟通内容Moment Communication视觉表达：抓住人们WOW的瞬间。不只看到，去调度所有感官，也听到、触摸到、闻到、感受到放大细节与之感，就是放大感官。充分利用光影、水、金属等 镜面，营造自我焕新的感觉。Visual expression:Capture the WOW moment.Not just seeing,but using all your senses To hear,touch,smel68、l and feel.Amplify the details and perceptions,is to amplify the senses.Make full use of light,shadow,water,metal and other media to create the feeling of self-rejuvenation.照明氛照明氛围围休休闲闲游游戏戏破冰小物破冰小物厌倦了城市生活中充满套路和空洞感的社交，一场户外露营，让我们重拾和他人真挚的温度。在篝火、灯光、游戏、大自然中，我们被温馨、平等、多元的氛围所包围，用最本真的状态相互碰撞，每每擦出不经意的火花，都会化作彼此69、最真、最善、温暖我们的内心，成为未来最坚定的力量。自由的自由的社交社交时时刻刻04Lighting atmosphereCasual gamesIce breaker gadgetsTired of socializing in city life,full of tricks and feelings of emptiness?An outdoor camping will help you regain the genuine relationship with others.In the midst of campfire,light,games and nature,were surr70、ounded by a warm,equal and diversified atmosphere.The genuine state brings us unexpected sparks,which become a most authentic and kind moment that warms our heart.This is going to be the strongest power as we face up to the future.沟通内容Moment Communication沟通信息：释放本真的自由碰撞擦出不经意的自在火花产品RTB：多功能、链接组合、创意有趣、氛71、围Message:Free collision of unleashed authenticity.Bring out the unconscious sparks of ease and comfortProduct RTB:Multi-function,connection and combination,creative and interesting,atmosphere.沟通内容Moment Communication视觉表达：抓住人们最真实、饱满、富有感染力的瞬 间。用有趣的物件提起氛 围。利用人们的肢体互动讲故事。Visual expression:Capture peoples72、 most authentic,full-bodied,and contagious moments.Use interesting objects to elevate the atmosphere.Use peoples physical interactions to tell stories.市场格局Market landscapeLogo&识别 Logo&identity 品牌价值主张Value proposition 目标消费群体Target customers差异点Points of differentiation怎么做HowGlamping是个”甜蜜点“，市场规模可观，竞争生态73、激烈，需避免品牌同质化Glamping is a sweet spot with a sizable market.As the competition is fierce,it needs to avoid homogenization.让大自然的魔力融入生活，将生活的舒适带去自然Blend natures magic into life,Bring comforts of life into nature.精致进取的都市人 The Progressive Urbanites品牌标语Tagline/slogan“小自在，开启大自然”“Easy Goings”贴合都市人习惯和舒适标准的露营体验74、Camping experience catering to urbanites need for comfort多样有个性的装备提升精致感和趣味Beauty&diversity of gears for refined and playful experiences价值观/设计原则(沟通和产品)Values/Design principles(comm&product)能量Vitality探索Curiosity联结Togetherness推进中国露营新方式和风格的突破和尝试Exploration of new camping forefronts in China自如的整理时刻Moment 1自豪的装点时刻Moment 2自悦的惬意时刻Moment 3自由的社交时刻Moment 4谢谢！Thank Youx