The Nutrition / VI + MI project for Kangshou Luye did not start from an unusual place: a product or service that was already good in its own track, yet could never explain itself clearly. Refining the line "Kangshou Luye, nourishment like no other" — functional claim carrying brand attitude. — Results like this never come from advertising more, but from getting one thing said right.
We translate the brand's proposition into a recognisable, specifiable visual language so the field never drifts on any material.
Visual sophistication comes from restraint. The confidence to restrain comes from having thought it through.
今天回看，这个项目最值得说的不是某个创意，而是康寿鹿业终于拥有了一句属于自己的方言：在不同触点里反复出现、且始终一致。这正是我们做品牌最在意的——让表达，成为资产。