天府可乐
天府可乐,1936年从华美汽水厂开始,根植川渝85年,这个曾被誉为中国八大饮料之首,唯一被冠以“中国”字号的饮料企业,一度风靡全国乃至世界。1984年首登国宴餐桌并于次年被定为国宴和外事活动饮料,在1988年国际第27届“世界食品评选”中获得金奖,这是中国饮料类仅有的一项国际金奖,天府可乐从此被冠以“一代名饮”的美誉,辉煌时期下属灌装厂达108个,在中国可乐市场占有率更是高达75%。
伴随着辉煌的历史,这个承载了一代人记忆的民族品牌却在九十年代末与国际饮料巨头合资的十多年间被打压和雪藏,天府可乐逐渐在市场上消失…经过天府人数年的努力,终于胜诉,一举追回了配方、工艺及商标,于2016年正式复出。
2021年,借助国货自强,民族复兴之势,天府可乐再次出发。
ANNND共和在巩固和延续品牌经典元素的同时打破常规,为天府可乐打造了全新的品牌和产品体系。在创作中我们沿用了品牌红色系与书法字体的基调,保留并升级了复古的双横线规整排列,用全新的设计语言诠释经典;在视觉锤的提炼中,我们更是大胆提出了“文化自信”的主张,取消了原本西化的英文字体“COLA”,取而代之的是可乐的中文拼音“KELE”,借此我们打造出属于天府可乐独一无二的超级符号,助力民族品牌重返辉煌。
TIANFU KELE
Tianfu Kele was founded in 1936 in Huamei Soda Factory and has been located in Sichuan and Chongqing for 85 years. It was once honored as the first of the eight major beverages in China and the only beverage enterprise named as title of "China Brand". It once swept the whole country and even the world. In 1984, Tianfu Kele was first served on the national banquet table and was designated as the beverage for state banquet and foreign affairs activities in the following year. In 1988, Tianfu Kele won the gold medal in the 27th International "World Food Selection", which is the only international gold medal in China's beverage category. Tianfu Kele has since been crowned as "the famous beverage of the generation". In China cola market share is as high as 75%.
With a glorious history, this national brand bearing the memory of a generation was suppressed and hidden in the late 1990s during more than ten years of joint venture with international beverage giants, and Tianfu Kele gradually disappeared in the market. Later, after years of efforts, Tianfu finally won the lawsuit, recovered the formula, technology and trademark, the brand officially returned in 2016.
In 2021, Tianfu Kele set out again with the help of domestic products and the trend of national rejuvenation. While consolidating and continuing the classic elements of the brand, ANNND breaks the rules and creates a new brand and product system for Tianfu Kele. In the creation, we continue to use the brand red department and the basic tone of calligraphy font, retain and upgrade the retro double horizontal line arrangement, with a new design language to interpret the classic; In the visual hammer of the distillation, we are bold to put forward the "cultural confidence", cancelled the original Westernization of the English font "COLA", replaced by the Chinese pinyin "KELE" of coke, so that we create a unique super symbol belonging to Tianfu Kele, help national brands return to public.
天府可乐
TIANFUKELE
天府可乐诞生于上世纪80年代的重庆,是承载了一代人记忆的民族品牌。
共和ANNND思考如何巩固品牌根基的同时打破常规,为其视觉形象做出升级。
沿用品牌古典红色系与书法字体,以红白两色双横线的规整排列,打造出属于天府可乐的品牌超级符号。在经典的品牌图形上用全新的设计语言加以诠释,让天府可乐再次回到大众的视野中。
Tianfu Kele was established in Chongqing in the 1980s. It is a national brand bearing the memory of a whole generation.
Tianfu Kele was established in Chongqing in the 1980s. It is a national brand bearing the memory of a whole generation.
ANNND thinks about how to consolidate the brand foundation while breaking the rules to upgrade its visual image.
Use the brand classic red and calligraphy font, with red and white double horizontal line neat arrangement, to create a super symbol belonging to Tianfu Kele.
In the classic brand graphics with a new design language to interpret, let the Tianfu Coke back to the public's vision.
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