Cora Fee, as a longstanding pharmaceutical beauty brand from Germany, has always been synonymous with the excellence of traditional medical cosmetics. However, facing the intensifying competition in the Chinese market, the brand realized its challenges in standing out due to a lack of distinctive personality and competitive edge. Thus, we embarked on a comprehensive brand upgrade journey, aiming to inject new vitality into CoraFee and illuminate its presence in the contemporary Chinese market.
After a series of efforts and innovations, Cora Fee successfully achieved its localized brand upgrade. The refreshed image attracted a greater number of young consumers, leading to significant growth in the Chinese market. The success of this brand design case underscores the immense potential of localization and innovation in the brand elevation process.
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The primary challenges for the brand include maintaining its traditional image while evolving to appeal to a younger audience. Additionally, identifying a unique competitive advantage in the competitive Chinese market is crucial for Cora Fee's success.
Through meticulous competitor analysis, we formulated a strategic plan for brand localization. The concept revolves around preserving the brand's original tone while infusing Cora Fee with a younger and more fashionable visual identity. With the core philosophy of "幸福肌感，光彩未来," we seamlessly blend traditional medical beauty with modernfashion, creating a brand image that seamlessly combines traditional quality with contemporary trends.
In the execution phase, we emphasized three key aspects: visual upgrade, packaging design, and promotional activities. Visually, we ingeniously fused German medical tradition with elements of modern fashion, breaking free from conventional image constraints. The product packaging adopts a simple and elegant design, incorporating youthful elements to enhance visibility in the market. In terms of promotional activities, we leveraged social media platforms to interact with consumers, disseminate brand philosophy, and establish an online community for a more comprehensive brand experience.
