In the new retail era, the aging brand Jingwu Duck Neck has very high brand awareness but is unable to generate a distinct and interesting brand tone that resonates with young consumers.
We repositioned the core brand character and concept for Jingwu Duck Neck, making "fun" the brand DNA of Jingwu, resulting in a wide range of brand culture and brand visual elements.

新零售时代，品牌老化的精武鸭脖虽然品牌知名度非常高，但无法产生鲜明有趣的品牌调性与年轻的消费者共鸣。
我们为精武鸭脖重新定位了品牌的核心性格和概念，让“有趣”成为精武的品牌基因，由此产生出来非常多的品牌文化和品牌视觉元素。