# JOYAMI（纯米旗下） / 秒懂年轻人的厨电品牌手册 - ID: 365 - URL: https://www.stoyard.com/works/365 - English URL: https://www.stoyard.com/en/works/365 - Year: 2022 - Cover: https://static.glabcms.stoyard.com/stoyard/project/cover/20230110/t1zm8cwhixa.jpg - Categories: 上市公司, 先进制造, 产品（Marketing）手册, 品牌出海，跨境电商, 食品饮料 - English Categories: Listed Company, Advanced Manufacturing, Marketing Manual, Electronic Commerce, Food & Drink - Author: STOYARD - English Author: STOYARD - Editor: STOYARD BEIJING ## 中文主体 ### 项目简介 joyami是一个创新有趣的智能厨电品牌，致力于发掘厨房场景下的新玩法：通过对新美食文化进行深入了解分析，真正了解年轻一代对美食社交的需求，将多元的美食文化融入品牌设计中，并配合智能产品，让年轻人能够更好地“乐享美味时光”。 我们设计了全新的joyami的品牌手册，帮助品牌将产品、营销、运营等方面的内容规范化，通过更有韵味、故事性更强的画面传达给消费者。  1.joyami品牌故事 joyami 是一个创新有趣的智能厨房家电品牌，通过智能化的产品设计和新美食文化的打造，让烹饪变得轻松简单并充满无限可能，让更多年轻一代步入厨房，乐享美食和烹饪带来的乐趣。 “joyam！”是一个合成词，是 “Joy” 和拟声词 “Yami” 的结合，通过倒置拟声词中的字母“i”成为惊叹号的巧思，强化了品牌想要表达的乐享美味的情绪，并赋予了品牌名称更加强烈的口号感，让 joyam！成为享受到惊艳美食时的惊叹。 当读懂品牌故事背后的故事，再来设计品牌手册，一切就水到渠成了。  2.与品牌定位契合 joyami品牌的整体基调是年轻而有活力，主色来自天然的绿叶色和亮黄绿，灵感来源于东南亚食物中常见的青柠、咖喱等，在视觉上建立了味觉的印象。 高饱和度的颜色，也让品牌延展更有表现力，与品牌标定的年轻人群所具有的活力特质相契合。 所以，品牌手册的设计原则就是要与品牌定位高度契合，同时进行一部分延伸与创意，将品牌宣言清晰有力地表达出来。让品牌信息更富有感染力、包容力，展现出与其他品牌的差异化。  品牌手册的部分文本： I to fit your exclusive need （我适合你的唯一需要） Enjoy yummy moments！（享受美味时刻） Say goodbye to tradition (和传统说再见）   3.为消费者画像 随着千禧一代逐渐成家立业，Z世代也步入社会，家庭厨房空间的体验越来越成为他们会考虑的事。无论是家庭、情侣、还是单身人群，在现代生活日渐紧凑的厨房空间，都需要一些集成、便捷、省时省空间的产品，让生活多一分舒适与惬意。同时，他们热爱新奇事物，被智能包围，喜欢个性化的表达。 为契合消费者群体的特性，joyami以一系列简约、智能、多功能，又极具性价比的产品为年轻人化繁为简，打造更加轻盈、便捷、个性化的烹饪过程。 基于此，年轻、精准、智慧、简约成为品牌手册设计过程中的关键词。     4.每一个产品都有性格 joyami的主打产品有智能电饭煲S1(0.8L)、智能电磁炉、智能电水壶、多功能不粘锅，多种厨电来满足每个家庭最高频的厨房需求。产品特色包括智能控温、本地化食谱、自定义菜单等功能，用来满足年轻用户的定制化需求。 品牌是由细节日积月累而成的，而产品质感，也是需要用心打磨的。 所以，制作品牌手册前我们对joyami的系列产品做了细致解读，并做出细化和分类，希望每一个产品都能通过设计被赋予变化，从而变得与众不同。    5.突出产品卖点 消费者往往会在能解决他们生活中的冲突的品牌上，花费更多的时间。 所有，我们根据品牌方提供的信息，将简短、动人的描写结合图形的变化，通过版式设计呈现出具有表现力的画面。 我们强调了文案中的亮点；对产品进行了部分渲染，通过改变光影、背景颜色使其更有质感；我们也精细化了部分烹饪场景，来营造简洁舒适的环境。 我们希望通过画面效果驱动消费者认同、喜欢品牌，并对品牌有准确友好的认知。    6.突出品牌主张 品牌手册并不是产品画册，是一种可以让品牌定位有规矩成方圆的管理工具，消费者想要知道的所有问题，都能从这里找到答案。 所以我们要在刻画产品本身的同时强调文字内容的表现力。通过画面美学打破基于地域、文化、饮食习惯的“屏障”，在全球范围广泛传播，并令人印象深刻。 最终，这本手册可以达到向全球消费者传达品牌理念的水平。可以基于joyami“真智能”的未来厨房范式，向消费者提供脱离于传统厨房的油烟与杂乱，更符合现代潮流、更符合在地审美的产品和服务。      产品被赋予人性化的特点，比如“成熟”“聪明”等词汇，这样的描述口吻让品牌更有亲和力。 作为TOKIT的子品牌，joyami继承了TOKIT的智能属性，自动调节烹饪温度和时间通过烹饪曲线，实现远程控制通过APP定制控制和功能。   为了契合品牌定位与主张，我们还参与修订了品牌其他的设计服务工作，如色彩配比和小型印刷品的设计。    7.愿景 joyami作为纯米科技旗下的子系列产品，它对品牌的定位同样是以“品牌出海”作为长远目标，而不是单纯的以“产品出海”这条速成道路。 所以，我们希望品牌手册最终的设计效果符合品牌规划，契合产品质感与调性，为全世界消费者呈现出未来厨房生态，构建一个愉悦、个性化的家居空间。 joyami在海外是拥有品牌影响力和品牌溢价的中国品牌，未来深化海外布局时一定会事半功倍，而我们有幸以另一种方式参与其中。 ## English Content ### Introduction joyami is an innovative and interesting smart kitchen electric brand, committed to explore new ways of playing in the kitchen scene: through in-depth analysis of the new American food culture, truly understand the young generation's needs for food social, integrate diverse food culture into the brand design, and cooperate with smart products, so that young people can better "enjoy the delicious time". We designed a new joyami brand manual to help the brand standardize the contents of products, marketing, operation and so on, and deliver the pictures with more charm and stories to consumers.  1.joyami brand story joyami is an innovative and interesting brand of smart kitchen appliances. Through intelligent product design and the creation of new American food culture, it makes cooking easy and simple and full of infinite possibilities, so that more young generation can step into the kitchen and enjoy the fun of food and cooking. "joyam! Is a compound word, is the combination of "Joy" and onomatopoeia "Yami", through the inversion of the onomatopoeia of the letter "i" become exclamation point, strengthen the brand want to express the mood of enjoying delicious, and give the brand name more strong sense of slogan, let joyam! Be the wonder of enjoying amazing food. When you understand the story behind the brand story, and then design the brand handbook, everything will fall into place.  2. Fit with brand positioning The overall tone of joyami brand is young and energetic. The main colors come from natural green leaves and bright yellow and green, inspired by lime, curry and so on, which are common in Southeast Asian food, creating a visual impression of taste. The high saturation color also makes the brand extension more expressive, which is in line with the dynamic characteristics of the young crowd of the brand calibration. Therefore, the design principle of the brand manual is to be highly consistent with the brand positioning, while carrying out part of the extension and creativity, the brand statement is clearly and powerfully expressed. Make the brand information more appealing, inclusive, and show the difference with other brands.  The touching text of the brand manual: I to fit your exclusive need Enjoy yummy moments! Say goodbye to tradition   3. Portrait the consumer As millennials settle down and Gen Z enters the world, the experience of a home kitchen space is increasingly on their minds. No matter for families, couples, or single people, in the increasingly compact kitchen space of modern life, they all need some integrated, convenient, time-saving and space-saving products to make life more comfortable and agreeable. At the same time, they love novelty, are surrounded by intelligence, and love personalized expression. In order to fit the characteristics of consumer groups, joyami with a series of simple, intelligent, multi-functional, and very cost-effective products for young people to make complex into simple, to create a more light, convenient, personalized cooking process. Based on this, maturity, wisdom, precision, wisdom, simplicity become the key words in the process of brand manual design.     4. Every product has character joyami's main products include intelligent rice Cooker S1(0.8L), intelligent induction cooker, intelligent electric kettle, multi-functional non-stick cooker, and a variety of kitchen electricity to meet the highest kitchen demand of each family. Product features include intelligent temperature control, localized recipes, custom menus and other functions to meet the customization needs of young users. Brand is made of details accumulated over time, and product texture, but also need to polish carefully. Therefore, before making the brand manual, we made a detailed interpretation of joyami series products, and made refinement and classification, hoping that each product could be given changes through design, so as to become different.    5. Highlight the selling points of the product Consumers tend to spend more time on brands that resolve conflicts in their lives. Therefore, according to the information provided by the brand, we combine short and moving descriptions with graphic changes to present expressive pictures through layout design. We highlighted highlights in the copy; Part of the product is rendered by changing the light, shadow and background color to make it more textured. We also refined part of the cooking scene to create a simple and comfortable environment. We hope to drive consumers to recognize and like the brand through the picture effect, and have accurate and friendly cognition of the brand.    6. Highlight the brand proposition The brand brochure is not a product brochure, but a management tool that allows the brand to be positioned in a disciplined manner. All the questions consumers want to know can be answered here. So we want to depict the product itself at the same time to emphasize the expressive content of the text. By breaking the "barrier" based on region, culture and eating habits through the picture aesthetics, it is widely spread and impressive in the world. Eventually, the handbook can reach the level of communicating the brand concept to global consumers. Based on the future kitchen paradigm of joyami's "true intelligence", it can provide consumers with products and services that are more in line with modern trends and local aesthetics than the smoke and clutter of traditional kitchens.      Products are given human characteristics, such as "mature" and "smart" words, such a description tone makes the brand more approachable. As a subbrand of TOKIT, joyami inherits TOKIT's smart attributes, automatically adjusting cooking temperature and time through cooking curve, realizing remote control through APP customized controls and functions.   In order to fit the brand positioning and proposition, we also participated in the revision of other brand design services, such as color matching and small print design.    7. Vision joyami, as a sub-series of products owned by Chunmi Technology, also aims to "go to sea with the brand" as a long-term goal, rather than simply "go to sea with the product" as a quick way. Therefore, we hope that the final design effect of the brand manual is in line with the brand planning, in line with the texture and tonality of the product, to present the future kitchen ecology for consumers all over the world, and to build a pleasant and personalized home space. joyami is a Chinese brand with brand influence and brand premium overseas. It will get twice the result with half the effort when deepening its overseas layout in the future, and we are lucky to participate in it in another way.