项目背景：熊猫炼乳是个创始于1956年老品牌，隶属于熊猫乳品集团股份有限公司，产品主要以炼乳为主、年销售额约6.2亿元人民币；主要销售为TOB；根据企业战略发展，企业扩宽产品线进军C端市场；品牌需要年轻化以满足C端消费群体的审美。

创意说明：品牌LOGO 是以英文PANDA+熊猫的视觉特征创意而来，字体形态圆润流畅体现产品属性、整体LOGO设计既有熊猫的图形视觉又能清晰的品牌识别；IP的创意以熊猫为主，利用奶酪滴出的形态与熊猫的视觉特性结合，创造出视觉独特品牌专属干强的视觉符号，IP整体设计简约活泼可爱；包装的设计把产品的使用场景进行图画创作，结合IP形象作为包装主视觉，整体采用扁平化插画风格，色彩艳丽，时尚，视觉动销力强！

Project background: Panda Condensed Milk is a brand of great history with the establishment in 1956. It is under Panda Dairy Co. whose major product is condensed milk and annual sales are about RMB 620 million yuan in the toB market. However the company’s strategy shifts and they start expanding product lines directly toC. As a result, Panda needs a refreshing design to satisfy what consumers feels good.

Idea creation: The brand’s logo is consisted of the English spelling of PANDA and the cute animal’s image. The typeface is rounded and smooth so as to show the product attributes. The idea creation of band IP is mainly using panda, added with the dripping condensed milk image to create a strong personalized brand visual asset. The overall looking of the IP is simple, lively and cute. Besides, the designer illustrated the consume scenes on the package with a delayering style, which promotes to sell by the young and colorful design itself!to create a young and energetic picture.