Brand background

摩冰熊长，作为一家专注于健康低脂的冷冻速食品牌，品牌以满腔热忱致力于为大家提供美味便捷、健康放心的食品。使命是还原江湖的美味，不仅保

持食物的健康低脂特性，还坚守着还原正宗街边风味的原汁原味。

在备受瞩目的预制菜和冷冻速食品市场，消费者们关注着几个关键因素。首先，他们在意食品的味道是否能够完美还原现做食物的风味。其次，质量安

全和健康问题是大家关心的核心议题。最后，方便快捷的同时，烹饪难度也是消费者考虑的因素之一。

在这个充满各种速食品牌竞争的市场中，速食食品的客单价很低，我们如何脱颖而出，给消费者留下深刻的印象，塑造品牌的识别性并提升传播效果，

同时具备形象亲和力，这是我们此次重点去解决的关键问题。

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Mo Bing Xiong Zhang, as a brand specializing in healthy, low-fat frozen fast food, is passionately dedicated to providing everyone with

delicious, convenient, and health-conscious food. Our mission is to recreate the delicious flavors of the streets while maintaining the

health-conscious and low-fat attributes of our food, staying true to the authentic street food taste.

In the highly competitive market for prepared meals and frozen fast food, consumers focus on several key factors. First and foremost, they

are concerned about whether the taste of the food can perfectly replicate that of freshly made dishes. Secondly, issues related to quality,

safety, and health are central to everyone's concerns. Lastly, while convenience and speed are essential, the level of difficulty in cooking is

also a factor that consumers consider.

In this market filled with various fast food brands, where the average transaction value for fast food is low, our key challenge is how to

stand out, leave a lasting impression on consumers, build brand recognition, enhance our communication efforts, and maintain an

appealing brand image. These are the critical issues we are focusing on addressing.

Visual Presentation

在进行摩冰熊长品牌升级的过程中，我们以原有的北极熊IP为基础，精心打造了一个新的IP形象——“熊长”。这个新形象可以是一个隐藏在市井中的

大厨，制作着带有江湖风味的街边小吃，也可以是一位居家的烹饪高手。我们摒弃了传统冷冻速食产品的常规包装方式，而是运用了熊长IP，通过扩展

与各类产品互动的可爱品牌形象，进一步深化了我们品牌在消费者心目中的认知。摩冰熊长秉持着健康低脂的理念，在色彩选择上采用了干净简洁的配

色，以增强食欲感与健康属性的体现。在食品品牌中，产品线又很多的情况下，用IP形象去贯穿整个品牌的视觉延展是再适合不过的了，大幅度的降低

了品牌方的长期设计搭建成本和运营成本支出，同时在消费者之中具备形象亲和力。

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During the process of upgrading the Mo Bing Xiong Zhang brand, we leveraged our existing Arctic Bear intellectual property (IP) to

carefully craft a new IP persona, known as 'Xiong Zhang.' This fresh persona can take on the role of a hidden street chef, preparing street

food with authentic flavors reminiscent of the Jianghu, or it can embody the expertise of a home cook. Departing from the conventional

packaging approach of traditional frozen fast food products, we harnessed the Xiong Zhang IP to extend an endearing brand image that

interacts with various products, further deepening our brand recognition among consumers. Mo Bing Xiong Zhang is committed to

promoting a healthy, low-fat concept, and we chose clean and simple color palettes to enhance the appetite appeal and emphasize the

health attributes. In a market with a diverse product line, integrating the IP persona throughout the brand's visual identity is a cost-

effective strategy that significantly reduces long-term design and operational expenses for the brand, while also fostering a strong

connection with consumers.