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Brand Image

2.1 Happy lemon History
Happy lemon is one of the successful brands in mainland of China. It was established in August, 2006. (Anthonyalde, 2012) It has most number of branches in the field and provides a delicious variety of cute drinks and boutique espresso beverages. The Official Website showed that there are over 260 branches located in China and over 10 branches located in Australia, Phillippines and Singapore in current. (Happylemon, 2013) Its logo with vivid and fresh design creates a sharp image and strong feelings to customers. An innovative idea of the design, focusing on core values to shape the brand and enhance brand image differences in the market. The happy-lemon boy logo even more widely perceives by target customers now.

2.2 Price and Products
Various combinations such as its Lemon Mousse Spin series, "Rock salt cheese" series and even a Tea Latte with Pearl Sago and Puff Cream are well recognized by regular customers. For people who prefer coffee, its Grapefruit Black Coffee and Italian Blood Orange Black Coffee are provided. In the meanwhile, some new products are seasonable. Prices range from $2.30 to $4.70 outside China. And, most products are sold always under ¥13 in China. (Happylemon, 2013)

2.3 Target Market (Place and People)
Happy Lemon emphasizes on trying and pleasure. It has attracted many new customers only through word of mouth or viral marketing. The company firstly positioned the target market as aged 18-35 people that pursue a healthy and refreshing life style in the mainland. Thus, many shops, in the mainland, is opened in the shopping malls. On the other hand, teenagers, especially the students, are deemed to the target customers in Hongkang. Therefore, the locations of branches are near schools in Hongkang. (Urbandictionary, 2013)

Figure 1 Forming a brand

3.0 Brand Image in Sync with Its Brand Strategy
3.1 Hierarchy of Design Identity Strategies
3.1.1 Words

Brand word is about perception, and in particular how specific cues can influence observations. In the hierarchy of communication, words can be classified as the basic needs of a brand description. Using the perfect and properly words or brand name dose not only predicts the value of product and target the cues linking with brand meaning. We could see that customers would be attracted if the company had a brand name in point.

Figure 2: Happylemon Logo
(http://www.happy-lemon.com/en/index.aspx)
When we see the word Happy, we will feel at ease, relaxed and joyful with how things are going on a pretty consistent basis. If happy lemon called bad, confusing or lazy lemon, people would feel depressive with the brand.

Figure 3: Hierarchy of design identity strategies
(book)
3.1.2 Typography
Shape design should be linked with brand concept and target customers based on the brand name. Happy Lemon brand typography is used to adjunct to the logo. The size and weight is very import to a brand image design.

happylemon Times size & 18 bold happylemon Comic size & 18 bold happylemon Impact size & 18 bold happylemon MV Boli size& 18 bold happylemon Segoe size & 18 bold happylemon MS Gothic size& 18 bold

The Happy Lemon brand design conveys warm and cheerful different from the font of Times size which conveys formal and the font of Segoe size conveys casual. 3.1.3 Color
Color is the emotional expression in some very complex feelings. Color design is seemed as the core of the design. The color scheme of Happy Lemon logo is yellow and red. And, its main color is yellow. Those two colors seem to be advancing colors which seem to move forward in customer's vision. The color psychology of yellow is a color of cheery and warm which is associated with optimistic and young. it is considered as a cheerful color. Yellow always can catch the eyes at first glance due to the high amount of light. It is the most attention-getting color. The color psychology of red is a bright and...
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