& Visual strategy New lifestyle design
& Visual research
Yuliang
腾讯欢乐斗地主娱粮 X 名创优品
娱粮是腾讯欢乐斗地主的零食衍生品牌,是一个闭环的设计驱动型IP授权项目,首批合作零食是与名创优品联合生产售卖。 为了让娱粮的包装在市场上有差异化,我们围绕着“市井文化”“复古经典”“年轻趣味”几个特色的关键词去延伸创意概念。并运用游戏中的黑话与食品的品类进行趣味结合,延伸出“欢乐无限开心果”、“糖衣炸弹”、“王炸爆米花”等趣味的概念。 在视觉表现时运用复古做旧的风格,结合市井的经典小场景和物件如:“小卖部的陈列木货架”、“爆米花机”、“打气筒”等,使得“欢乐斗地主”的市井潮调性得到较好地表达,同时也形成了独特的视觉风格,形成差异化。
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