夢潔

行業背景

夢潔，高端床上用品品牌，夢潔深耕高品質床上用品66年，夢潔100%精選全球原料與設計，累計獲得749項專利。夢潔創于1956年，隸屬于夢潔股份[002397]，專注高品質床上用品66年，連續13年高端床上用品全國銷量第一。

Industry Context

Mengjie, a premium bedding company, Mengjie has been actively involved in the production of high-quality bedding for 66 years. Mengjie uses only worldwide raw materials and designs, and has amassed a total of 749 patents. A division of Mengjie [002397], which has been specializing in high-quality bedding for 66 years and has ranked as the No. 1 seller of luxury bedding in China for 13 straight years, Mengjie was established in 1956.

挑戰

作為一家深厚歷史的家紡品牌，夢潔在家紡品的品質和設計上深得消費者信賴，積累了廣泛的口碑。在2021年，夢潔整體戰略定位調整為高端床上用品，挖掘其全球原料，專利、65年積累和銷量優勢，發力在高端市場，而原有的品牌形象和產品面臨老化和低端化趨勢，不足以支撐上述戰略意圖，這就要求品牌形象和包裝體系具有品質感、現代感和國際化。

Challenge

Mengjie has a long history as a manufacturer of home textiles and has gained a solid reputation for the high caliber and attractiveness of its products. Mengjie's overall strategic positioning is being adjusted in 2021 to focus on high-end bedding products, utilizing its global raw materials, patents, 65 years of sales experience, and making efforts in the high-end market. However, the original brand image and products are aging and following the low-end trend, making it necessary to create a brand image and packaging system with a sense of quality, modernity, and internationalization to support the aforementioned strategic intent.

創意

整體包裝體系的目的是反映全新的品牌定位，提升品牌認知，強化全新logo的露出，并以包裝為載體加強品牌的一致性表達。面臨的核心問題是高端化的可視化表達，在我們深入的訪談和審計后，發現眾多奢侈品品牌他們的包裝體系會相對弱化個性化的logo和圖形，而把重點放在包型、材質和體驗上，這為我們打開了思路。

Idea

The entire packaging system's goals are to represent the new brand positioning, improve brand identification, increase the visibility of the new logo, and reinforce the brand's consistent expression through the use of packaging. The display of high-end expression was the main problem. After conducting in-depth interviews and audits, we discovered that many premium businesses would focus on the package's design, substance, and experience rather than its unique logos and images, which broadened our perspectives.

新的包裝體系主要包含紙盒類包裝和軟包類包裝。紙盒類我們采取強化品牌logo，在細節上進行打磨。而在軟包類型的包裝上，為了增加高端感，我們建議把之前方型的包型改為長型，這是為了讓購買夢潔產品的客戶可以長期使用這個包作為生活日常的使用，如搭乘飛機時可以把包插入行李箱，如更休閑的款式更適合出游或健身時使用，同時我們把材質進行全面的升級，使用復合面料、尼龍布、皮質、五金等加強整體包裝的品質感。

Idea

The new packaging system primarily consists of soft package and carton packaging. We take care to reinforce and fine-tune the brand mark for the carton type. And in the soft package type packaging, we suggest changing the previous square package type to long, which will allow customers who purchase Mengjie products to use this package for a long time as a daily life use, such as taking the plane when you can insert the package into the suitcase, such as more casual style more suitable for travel or fitness use, while we also upgrade the material throughout, using composite.

成果

夢潔在2022年后陸續更換店面、網上商城的品牌形象，新的包裝形式也伴隨夢潔的戰略部署走入到每個家庭之中。

Results

After 2022, Mengjie will gradually alter its brand image across all physical and online retailers, and the new package design will be introduced into every home in tandem with Moncler's tactical rollout.