梦洁

行业背景

梦洁，高端床上用品品牌，梦洁深耕高品质床上用品66年，梦洁100%精选全球原料与设计，累计获得749项专利。梦洁创于1956年，隶属于梦洁股份[002397]，专注高品质床上用品66年，连续13年高端床上用品全国销量第一。

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.

挑战

作为一家深厚历史的家纺品牌，梦洁在家纺品的品质和设计上深得消费者信赖，积累了广泛的口碑。在2021年，梦洁整体战略定位调整为高端床上用品，挖掘其全球原料，专利、65年积累和销量优势，发力在高端市场，而原有的品牌形象和产品面临老化和低端化趋势，不足以支撑上述战略意图，这就要求品牌形象和包装体系具有品质感、现代感和国际化。

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.

创意

整体包装体系的目的是反映全新的品牌定位，提升品牌认知，强化全新logo的露出，并以包装为载体加强品牌的一致性表达。面临的核心问题是高端化的可视化表达，在我们深入的访谈和审计后，发现众多奢侈品品牌他们的包装体系会相对弱化个性化的logo和图形，而把重点放在包型、材质和体验上，这为我们打开了思路。

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.

新的包装体系主要包含纸盒类包装和软包类包装。纸盒类我们采取强化品牌logo，在细节上进行打磨。而在软包类型的包装上，为了增加高端感，我们建议把之前方型的包型改为长型，这是为了让购买梦洁产品的客户可以长期使用这个包作为生活日常的使用，如搭乘飞机时可以把包插入行李箱，如更休闲的款式更适合出游或健身时使用，同时我们把材质进行全面的升级，使用复合面料、尼龙布、皮质、五金等加强整体包装的品质感。

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

梦洁在2022年后陆续更换店面、网上商城的品牌形象，新的包装形式也伴随梦洁的战略部署走入到每个家庭之中。

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.

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