# TOKIT 纯米 / 打造趣味烹饪的年轻厨电品牌 - ID: 366 - URL: https://www.stoyard.com/works/366 - English URL: https://www.stoyard.com/en/works/366 - Year: 2021 - Cover: https://static.glabcms.stoyard.com/stoyard/project/cover/20221231/n1cq4r1vave.jpg - Categories: 上市公司, 先进制造, 产品（Marketing）手册 - English Categories: Listed Company, Advanced Manufacturing, Marketing Manual - Author: STOYARD - English Author: STOYARD - Editor: STOYARD SHANGHAI ## 中文主体 ### 项目简介 2021年，以TOKIT和joyami双品牌出海，布局全球市场，我们帮助纯米完成了海外版的网站设计及营销，内容设计。  1.品牌介绍 2019年3月，高端互联网厨电品牌TOKIT正式发布。 TOKIT ，由TO KITCHEN两个单词组合而来，意为“去厨房， 趣厨房”，让⼤家走进厨房，轻松地烹饪，发现烹饪的乐趣，定义属于自己的厨房空间。 这绝不仅仅是一个厨电产品，而是通过将硬件、软件、平台、内容及应用五位⼀体结合的新体验。TOKIT带来了全新的厨房生态模式，不断的迭代升级，将记忆中味道谱写成⼀条条标准化、可分享的烹饪曲线，让每位使用者都能感受到智慧厨房带来的轻松烹饪与生活乐趣。  2.品牌定位 怎样的厨电才是未来厨电？ 怎样的厨房才能更吸新世代的消费⼈群？ 怎样的味道才是每个人心中记忆的味道？ 这些问题，是TOKIT品牌快速迭代革新的重要内驱力。基于这些思考，TOKIT打造的每⼀台机器才能真正地具有智慧，能将厨房化繁为简。 所以，TOKIT一直在做的事，就是打造超出用户预期的产品，为厨房带来智慧化升级，让所有使用TOKIT品牌厨电的人都能享受高端、品质的生活方式。   谁会拒绝一个高颜值，高科技，又聪慧贴心的TOKIT。 那是在⼀张张图纸、⼀件件模型、⼀场场头脑⻛暴，定项、实验、论证、调整、推翻重来，在日以继夜不断地循环中诞⽣的新一代厨电先锋者。 为了突出品牌的先锋精神，我们在策划品牌手册过程中，花了大篇幅来阐述品牌的定位，让大众对品牌有更深地了解。 我们渲染了产品的场景图，利用氛围突出产品的颜值，又拆解了产品材质，通过专业级的数据增加产品质感，体现产品的高级原料，高级工厂以及高级品控流程。      TOKIT品牌出自名家之手，进入市场后受到许多家庭的喜爱，并斩获多项国内外奖项，成为走在设计趋势前沿的智能化厨电品牌。在品牌手册中我们也将这些荣誉罗列出来。 我们通过一整页来介绍了产品的技术指导团队（由来自日本内藤毅带领的全球顶尖技术团队。）并列举了几个突破性创新的黑科技：Omni Cook 、可视烤箱 、片磁炉（探头）等。 产品的科技属性与智能化设计是突出产品力的核心部分。所以我们将每一项亮点都提炼出来，通过渲染的方式，最大限度地诠释文案。比如：自营芯片及技术、智慧厨电结合、温度曲线、应用场景以及专利发明统计等。       3.TOKIT系列产品 我们设计了TOKIT系列产品的全家福场景图，包括料理机系列、烤箱系列、热敏炉系列以及陈列国内现有产品。    多功能料理机是一款明星产品，同时也是一款AI智慧料理机，⼀机多能，搞定中式焖炖蒸煮炒，满足西式慢煮调和研磨。 我们对这款产品的结构进行了拆解设计，通过产品爆炸图精细到产品的每一个零件，通过这样的方式，用户可以迅速了解产品全貌和每一处细节的数据。  一些真实画面无法表达的效果，我们都通过数字渲染的设计方式将其实现。我们模拟了产品运行过程中的工作原理，增加了产品的细腻度与科技感。 中国人的美食文化一直都是色、香、味俱全，基于此，TOKIT通过更加符合多元烹饪的产品形态和功能设计，来满足大众烹饪需求。所以，我们在设计品牌手册过程中，除了产品本身，也增加了一部分场景、美食的画面。    TOKIT智能电烤箱是会拍照的烤箱，十分强调用户体验。 烤箱配置了高清摄像头，可以全程捕捉食物状态，手机实时查看摄像头画面，炉内烘烤进度尽在掌握，远离焦糊，多层隔热结构确保高温烘烤下依然稳定工作。这些精巧的设计，点亮了烘烤的每一刻，无一不是在契合用户使用习惯于预期。      TOKIT绝对是细节控，我们能在每一个细节里发现设计者的用心。烤箱这款产品有几大卖点，升温快，控温准，受热匀，嵌⼊式OLED旋钮，⼀转即达理想温度。 我们对几大卖点做了突出设计，通过图文解释了产品技术设计中的专业术语，比如：碳纤维加热管、顶部双NTC分区控温、冷热双通道循环以及斜面显隐式操控面板,他们的优势被汇总于同一个页面，集中体现。  4.手册的意义 一份有效的品牌手册，就应该是一本品牌表达说明书，是品牌营销推广过程中的锦囊妙计，是行动纲要。手册往往可以展示品牌形象以及与目标市场沟通的问题。 基于这些关键点，我们为TOKIT品牌设计的手册，视觉风格上以成熟、高端、品质以及科技感为主，我们同客户团队一起，梳理了逻辑性更强的内容。 我们希望手册传达出的信息是产品的强劲实力，技术上的严格把控，传达品牌的信念：与消费者⼀起探索定义应该属于这个世代的厨房生活体验。   TOKIT现在做的不仅仅是用3C品质、用智能化、用功能性美学去颠覆传统，而是探索一种新型的，亲切的、轻松的生活状态。尝试为这个行业注入具有温度的智慧厨房新基因，去引领未来的厨房生活新形态。 这种对生活的善意和信仰，往往是最质朴又最大打动人心的。这种品牌的理念也是一切设计的灵感来源。  ## English Content ### Introduction 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.  1. Brand introduction 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.  2. Brand positioning 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.   Who would say no to a high level of appearance, high-tech, intelligent and intimate TOKIT. 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.      TOKIT is a brand created by famous people. After entering the market, it is favored by many families and has won many awards at home and abroad. It has become an intelligent kitchen appliance brand at the forefront of design trends. We also list these honors in the brand handbook. 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.       3.TOKIT series products 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.    Multifunctional cooking machine is a star product, but also an AI intelligent cooking machine, a machine can handle Chinese stew cooking, to meet the Western slow cooking and grinding. 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.  Some of the effects that can't be expressed in real images, we use digital rendering means to achieve it. We have simulated the working principle in the running process of the product, increasing the delicacy and sense of science and technology of the product. 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.    TOKIT Smart Electric Oven is a photo-taking oven with a strong emphasis on user experience. 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.      TOKIT is absolutely detail-oriented. We can see the designer's attention in every detail. Oven this product has several major selling points, fast heating, temperature control, heat evenly, embedded OLED knob, one turn to reach the ideal temperature. 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.  4. The meaning of the manual 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.   What TOKIT is doing now is not only to subvert tradition with 3C quality, intelligence and functional aesthetics, but also to explore a new, kind and relaxed life state. Try to inject a new gene of smart kitchen with temperature into this industry to lead the new form of kitchen life in the future. 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. 