百年老字号 匠心启新章｜福牌阿胶以焕新之姿重塑品牌高度

Core Viewpoint - The brand Fupai Ejiao has announced a comprehensive brand image upgrade, reflecting its respect for traditional craftsmanship and cultural heritage while also showcasing its strategic vision for future development [1][3]. Brand History and Heritage - Fupai Ejiao has a rich history dating back to 1691, with significant milestones including royal endorsements and awards, establishing itself as a benchmark brand in the Ejiao industry [3]. - The brand adheres to the principle of "thick virtue brings fortune," emphasizing the importance of traditional craftsmanship and high-quality ingredients [3]. Brand Image and Aesthetics - The new brand logo retains core elements while integrating modern design language, aiming to connect health and warmth in contemporary life [7][9]. - The visual identity emphasizes a square shape with rounded corners, using red and gold to reflect the brand's heritage and vitality [9][10]. - The design incorporates royal quality and historical significance, showcasing a balance of cultural depth and modern appeal [10][13]. Product Packaging Innovation - The packaging focuses on green and eco-friendly materials, utilizing honeycomb cardboard to enhance sustainability and product protection [15][20]. - The design draws inspiration from imperial calligraphy, encapsulating the essence of Ejiao culture while improving structural strength by 40% for better transportation safety [20]. Retail Experience Enhancement - Fupai Ejiao's new retail concept is positioned as a "new-style seasonal health specialty store," integrating personalized health solutions with a focus on seasonal wellness [21]. - The store layout includes various zones to meet diverse consumer needs, enhancing the immersive shopping experience [23]. Brand IP Development - The launch of the original brand IP "Fulu Beast" symbolizes cultural heritage and brand craftsmanship, designed to appeal to younger demographics [25][30]. - The character will be utilized across product packaging, store visuals, and various creative content, expanding its reach and engagement with new consumer groups [30]. Commitment to Quality and Tradition - Fupai Ejiao emphasizes its commitment to genuine heritage, quality ingredients, and craftsmanship, aiming to reshape modern perceptions of traditional nourishment [32].