Bellland

Visual Identity

The Chinese brand perland was born in 2008. Following the ultimate design concept, perlan advocates a natural, simple, healthy and personalized lifestyle. Its products mainly include mattresses, pillows, bedding, etc. Pelan's sleep system product development focuses on comfort and simplicity, and strives to provide the ultimate zero pressure and zero conflict sleep experience.

Perlan settled in tmall home decoration in 2011 and has developed rapidly in the dividend period of e-commerce in recent ten years. As the bonus period gradually subsided, the sales growth of perland online slowed down and its development encountered a bottleneck. Reflecting on the current situation, perlan realized that under the new consumption situation, the old materials and image design have been divorced from the current consumers' aesthetic consciousness. To continue the vitality of the brand, we can only rely on a strong "internal skill", that is, to quickly improve the brand image and the visual quality of products exported to the outside world. At the same time, catch up with the new retail boom, start to build physical chain stores and expand new sales channels. Therefore, perlan found derelab to seek a unified, accurate and contemporary aesthetic brand image and positioning.

In the past two decades, with the trend of younger consumption and small house type, the middle and low-end home market has risen. The importance of mattresses is increasing day by day, the application scenarios tend to be diverse, and the replacement cycle becomes faster. In the past, people bought an expensive mattress and used it for decades. Now people tend to buy products with high cost performance; In the past, the mattress only carried the sleep time. Now, the mattress integrates more daily experience and becomes a comprehensive space for study, work, games and entertainment; In the past, people only focused on the practicability of products. Now, people also pay attention to the lifestyle and attitude conveyed by brands. The change of consumption situation has brought greater challenges to the home industry. It can be predicted that the future market share will focus on brand advantages.

We first analyze the location of perlan. Perland itself has a strong technology in manufacturing and producing mattresses. How to make their products come out of the competition of many manufacturers, launch their own brands, shape brand characteristics and find their consumers is the focus of our thinking. After investigating similar competitive products, we positioned perland as a brand with great sense of design among low-cost products.

According to this positioning, we believe that perland's target market will focus on the medium and low-end market to attract this huge crowd. Her key words are "zero burden" and "zero conflict" - she will bring consumers a healthy, relaxed, secure and safe living environment through safe fabrics and processes, high-quality design, service and experience.

We define perland's core concept as "science brings zero conflict sleep", that is, using scientific product solutions to bring "zero conflict" physically and sensory.

We have deeply excavated the brand value of perland from three angles. In terms of function, perlan provides an experiential life scheme, which allows users to live in a safe, relaxed and stress-free environment; In terms of personality, perlan is the founder of rigorous aesthetic sleep, paying attention to the needs of users all the time, and passing on his own ideas to consumers through beautiful design; In terms of style, perlan removes cumbersome, pursues simplicity and environmental protection, and advocates a light life with a sense of design and a relaxed and simple consumption attitude.

Based on the above concepts, we designed five brand slogans such as "zero conflict life", "not complicated, extraordinary" and defined the unified tone of external publicity.

The logo shape we designed for perlan uses the English initials BL of perlan, plus the three vertices representing "technology", "safety" and "comfort", which deforms and evolves into a stable equilateral triangle shape. In terms of color, the brand color of perland was originally brighter Tiffany blue, but we believe that this bright tone conflicts with the comfort itself conveyed by the core concept of "zero conflict sleep". After discussion, we changed it into more lasting elegant gray, rice white and earth color.

One noteworthy detail is that the outer ring of the logo is soft and round, and the inner ring is firm and angular. Gentle and firm, big and small echo each other. A broken pen is left on the letter B, which enlivens the fluidity of the broken space, just as the material of the perlan mattress - soft and comfortable pressure relief wave cotton. The beauty of rigor and the finishing touch of breaking rules are its most romantic places.

On this basis, we also designed supporting envelopes, pillow outer packaging, bedding outer packaging, certificate of conformity, price label, T-shirt, publicity banner, handbag, as well as street signs, advertisements and doorways of physical stores. Derelab helped perland re create brand advantages through clear and effective strategies and elegant and romantic design. After the new visual system went online, perland comprehensively improved its brand image, received good feedback from consumers, gradually broke the bottleneck of sales and achieved orderly growth.

中国品牌珀兰Bellland诞生于2008年。珀兰遵循极致设计理念，倡导自然、简约、健康、有个性的生活方式，产品主要包含床垫、枕头、床品等。珀兰的睡眠体系产品开发以舒适简洁为重点，力求提供极致的零压力、零抵触的睡眠体验。

珀兰2011年入驻天猫家装，在近十年的电商红利期迅猛发展。随着红利期逐渐消退，珀兰线上的销售增速放缓，发展遇到了瓶颈。反思现状，珀兰意识到，新的消费形势下，旧有物料及形象设计已与当前消费者的审美意识脱节。要想延续品牌的活力，唯有依靠强大的“内功”，即快速提升品牌形象及对外输出的产品的视觉质量。同时，赶在新零售热潮，着手打造实体连锁店，扩展新的销售渠道。珀兰因此找到Derelab，以求一个统一、准确，符合当代审美的品牌形象及定位。

近二十年，随着消费年轻化、小户型的趋势，中低端家居市场崛起。床垫的重要性与日俱增，应用场景趋于多样，更换周期变快。过去，人们购买一块昂贵的床垫使用几十年，现在人们更趋于购买性价比高的产品；过去，床垫只承载了睡眠时间，现在，床垫融入更多的日常体验，成为学习、工作、游戏娱乐的综合空间；过去，人们只关注产品的实用性，现在，人们还重视品牌所传递的生活方式和态度。消费形势的改变，为家居行业带来更大的挑战。可以预见，未来的市场份额将会向品牌优势类集中。


我们首先分析了珀兰的定位。珀兰本身拥有很强的制造和生产床垫的技术，如何使他们的产品从众多生产商的竞争中走出来，推出自主品牌，塑造品牌特性，找到属于他们的消费者，是我们思考的重点。考察了同类竞品之后，我们将珀兰定位为低价产品中极具设计感的品牌。

依照这个定位，我们认为珀兰的目标市场将以中低端市场为核心，吸引这一庞大的人群。她的关键词是“零负担”、“零抵触”——她将通过安全的面料、工艺，优质的设计、服务、体验，带给消费者健康轻松、安心安全的生活环境。

我们将珀兰的核心理念定义为“科学带来零抵触睡眠”，即运用科学的产品方案，带来身体上和感官上的“零抵触”。

我们从三个角度深度挖掘了珀兰的品牌价值。功能方面，珀兰提供的是一种体验式生活方案，让用户生活在安全、轻松、无压力的环境中；个性方面，珀兰是严谨的美学睡眠缔造者，时时刻刻关注用户需求，将自身理念通过美好的设计传递给消费者；风格方面，珀兰去除繁琐，追求朴素、环保、倡导富有设计感的轻生活和轻松简单的消费态度。

依据上述概念，我们设计了“零抵触生活”、“不繁、非凡”等5个品牌标语，并明确了对外宣传的统一语调。

我们为珀兰设计的logo形态是利用珀兰英文首字母BL，加上代表“科技”、“安全”和“舒适”的三个顶点，变形演进为一个稳定的等边三角形的形状。色彩上，珀兰的品牌色原本是更明亮的Tiffany蓝，但我们认为这个高亮的色调与核心概念“零抵触睡眠”所要传达的舒适本身存在冲突。商讨后，我们将其变为了更有韵味的雅灰、米白及大地色。

一个值得注意的细节是，logo的外圈柔和圆润，内圈坚毅有棱角。温柔又坚定，一大一小互相呼应。B字母上留出了一道断笔，将破未破，空间的流动性活了起来，正如珀兰床垫的材料——柔软舒适的释压波浪棉。严谨之美，又有跳脱规则的破笔点睛，是它最浪漫的地方。

在此基础上，我们还设计了配套的信封、枕头外包装、床品外包装、合格证、价格标签、文化衫、宣传横幅、手提袋，以及实体店的路牌广告和门头。Derelab通过清晰有效的策略，优雅浪漫的设计，帮助珀兰重新创造了品牌优势。新的视觉体系上线后，珀兰全面提升了品牌形象，获得消费者良好的反馈，逐渐打破销售额的瓶颈，实现有序增长。