TOKIT
BRAND BOOK
Author: STOYARD Editor: STOYARD SHANGHAI
2021
2021 to TOKIT and joyami dual brand out to sea, layout is the global market, we help the pure m finished the overseas edition of the website design and marketing, content design.
In March 2019, TOKIT, a high-end Internet kitchen appliance brand, was officially launched.
TOKIT, a combination of two words TO KITCHEN, means "go to the kitchen, fun kitchen", allowing people to go into the kitchen, cook easily, discover the fun of cooking, and define their own kitchen space.
This is not only a kitchen appliance brand, but through the integration of hardware, software, platform, content and application, TOKIT brings a new ecological kitchen model, constantly iterating and upgrading, and writes the taste in memory into a standardized and shareable cooking curve, so that every user can feel the easy cooking and life fun brought by smart kitchen.
What kind of kitchen electricity is the future of kitchen electricity?
What kind of kitchen can attract the new generation of consumer groups?
What kind of taste is the taste of memory in everyone's heart?
These problems are an important driving force for TOKIT's rapid iterative innovation. With these thoughts in mind, each machine TOKIT builds is truly intelligent and can make the kitchen simple.
Therefore, what TOKIT has been doing is to create products that exceed users' expectations and bring intelligent upgrades to the kitchen, so that all people who use TOKIT brand kitchen electricity can enjoy a high-end and high-quality lifestyle.
It is in a drawing, a model, a brainstorming, project, experiment, demonstration, adjustment, overturn again, in the continuous cycle of day and night birth of a new generation of kitchen electric pioneers.
In order to highlight the pioneering spirit of the brand, in the process of planning the brand manual, we spent a lot of space to explain the brand positioning, so that the public have a deeper understanding of the brand.
We render the scene of the product, use the atmosphere to highlight the appearance level of the product, and disintegrate the material of the product, increase the quality of the product through professional data, and reflect the high-grade raw materials, high-grade factories and high-grade quality control process of the product.
We devoted a whole page to the product's technical guidance team (the world's top technical team led by Takeshi Naito from Japan). And listed several breakthrough innovations in black technology: Omni Cook, visual oven, magnetic furnace (probe) and so on.
The scientific and technological attributes and intelligent design of products are the core parts to highlight the product power. So we distilled every highlight and interpreted the copy to the maximum extent through rendering. For example: self-run chip and technology, smart kitchen electricity combination, temperature curve, application scenarios and patent invention statistics.
We have designed family photo scenes of TOKIT series products, including cooking machine series, oven series, thermal oven series and display of existing domestic products.
We have disassembled the structure of this product, and detailed every part of the product through the product explosion diagram. In this way, users can quickly understand the overall picture of the product and the data of every detail.
Chinese food culture has always been about color, aroma and taste. Based on this, TOKIT meets the needs of public cooking through product form and function design more in line with Chinese cooking. Therefore, in the process of designing the brand manual, in addition to the product itself, we also added some scenes and pictures of food.
The oven is equipped with a high-definition camera, which can capture the food state throughout the whole process. The mobile phone can view the camera picture in real time. The baking progress in the oven is mastered, away from the burnt, and the multi-layer insulation structure ensures the stable work under high temperature baking. These exquisite design, lit up every moment of baking, all in line with the user used to expect.
We highlighted some of the key selling points and illustrated the technical terms of the product design, such as carbon fiber heating tube, top dual NTC zone temperature control, hot and cold dual channel circulation, and beved-side explicit control panel.
Effective brand manual, it should be a brand expression manual, is the brand marketing promotion process of the trick, is the outline of action. The manual can often present the brand image and the problem of communicating with the target market.
Based on these key points, the visual style of the manual we designed for the TOKIT brand was mature, high-end, quality and sense of technology. Together with the customer team, we sorted out the more logical content.
We wanted the brochure to convey the strength of the product, the rigour of the technology, and the brand's belief that we should work with consumers to define the kitchen experience of this generation.
This kind of goodwill and faith in life is often the most simple and most touching. This brand concept is also the source of inspiration for all designs.
Thank for you.
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