# 劲牌养生一號 / 中国保健酒品牌官网策略咨询 - ID: 382 - URL: https://www.stoyard.com/works/382 - English URL: https://www.stoyard.com/en/works/382 - Year: 2023 - Cover: https://static.glabcms.stoyard.com/stoyard/project/cover/20230505/jvukdy1z58.png - Categories: 上市公司, 中小型企业网站方案, 医疗仪器，医药健康, 食品饮料 - English Categories: Listed Company, Products Marketing Website, Biotech,Healthcare, Food & Drink - Author: STOYARD - English Author: STOYARD - Editor: STOYARD BEIJING ## 中文主体 ### 项目简介 劲牌始终致力于健康饮酒理念的传播工作，将“劲酒虽好、不要贪杯”、“饮酒之道、适度而为”、“健康饮酒、健康生活”等健康理念传播给越来越多的人，致力于让大众“为健康而饮酒、让饮酒更健康”。 [Video](https://static.glabcms.stoyard.com/stoyard/gallery/20230406/knslpm84yj.mp4) 1.对品牌背景的解读 中国的酒文化、中医文化皆源远流长，与中国人的生活息息相关，与礼仪、文艺、经济兴衰密不可分。中国古人将酒的作用归纳为三类：酒以治病，酒以养老，酒以成礼。酒以成欢，酒以忘忧，酒以壮胆。酒与中国文化密切相关，不仅仅是一种食物，它还具有精神文化价值。 中国的饮酒礼仪体现了对饮酒人的尊重，而西方人饮用葡萄酒的礼仪，则反应出对酒的尊重。酒在中国人眼里更多的是当作一种交际的工具。 新时代，年轻人对“酒”的看法：时尚、健康、文明，是更清醒更负责的一种酒饮态度，是理性而克制的。 基于此，我们希望官网呈现的效果能更加符合新时代大众的价值观与审美习惯。画面更为简洁舒朗，个性鲜明，色调有质感，信息明确。  2.官网设计布局 基于网站的产品属性，我们建议网页布局采用hero型布局，短页面的每一屏都是品牌的一个核心点或是产品卖点，可以清晰传递企业和产品信息。首屏主图是用户访问网站遇到的第一个视觉元素。由图像和文本组成，并且可以是静态的或动态的（比如，旋转的图像或主题列表、视屏动画），以大尺寸横幅展示，与产品调性呼应，视觉效果相对聚焦。 我们在设计首页图的时候，非常注重细节表达，比如，在产品的背景中增强竹林意象，通过中国传统文化元素的点缀，让用户快速记住品牌的内涵，提到养生一號品牌时便会想到中国人的酒魂。  3.核心页面的设计构想 产品页的设计方案是围绕用户体验，使用户进入网站后能在短时间内了解产品并购买成功，整个流程流畅便捷。 我们需要全方位地展示产品详情，将酒的三个规格设计为交互性很强的页面，通过滑动鼠标，就可以看到不同规格的数据。为此，我们也设计了便捷的购买渠道，用户可以在同个页面完成操作无需跳转。  4.动态设计会增强整体效果 养生一號所选用的药材都是经过严格挑选的，是其非常核心的卖点，所以，我们对这一部分进行了重点设计。 我们将每一样药材都设计成了悬浮效果，会有微动效来增加此页的灵动感，不会因为图文信息多，而显得呆板繁杂。鼠标悬停在相关药材上，可以显示详细信息。 除此之外，我们也增加了部分辅助文案；小图标会随着轮播图改变而变化，这些小细节，会增加用户的好感。  基于品牌的典藏属性、中医养生功能等特性，我们提炼了几个关键词用来统一官网设计过程中的所有视觉细节：庄重、华贵、至诚、礼仪以及底蕴。我们希望官网最终的效果要具备良好使用感以及令人眼前一亮的视觉表现力。   品鉴与展厅两部分是用户体验十分重要的部分，是品牌向用户发出的邀请互动。所以，我们希望这两个部分，能够简洁直观并有亲和力，能令用户产生好感。 我们为这两个部分增加了辅助文案，以更为亲近的口吻向用户发出邀请，增加友好体验。为了方便用户操作，我们在信息填写部分尽量简化步骤，用户可以直接预约登记，不必多做跳转。  当代人，对酒的看法更为理性，对品牌理念关注度高。人们普遍认为品酒并非只是品酒的香醇，同时也是在品一种文化，一种人生态度，是人们对健康生活的追求。 所以，我们希望在展示产品的同时也能通过官网渠道向用户传达一种健康的饮酒态度。 [Video](https://static.glabcms.stoyard.com/stoyard/gallery/20230506/ata4v8ju5xj.mp4) ## English Content ### Introduction Strong brand has always been committed to the concept of healthy drinking spread work, the strength is good, don't drink wine ", "the way of drinking, appropriate for" and "healthy drinking, healthy life" healthy idea spread to more and more people, dedicated to the masses "drinking alcohol for health, let more healthy". [Video](https://static.glabcms.stoyard.com/stoyard/gallery/20230406/knslpm84yj.mp4) 1. The understanding of the brand background the wine culture of China, Chinese culture has a long history, is closely related with the life of Chinese people, is closely connected with etiquette, artistic, economic rise and fall.Ancient Chinese grouped into three categories: the function of the wine wine to heal, wine to pension, the wine in the ritual.Wine with a joyous, wine with lotus, wine with courage.Wine is closely related to Chinese culture, is not only a kind of food, it also has a spiritual and cultural value. Chinese drinking etiquette embodies the respect for the people drinking, while the westerners drink wine etiquette, reflect respect for the wine.Wine in the eyes of Chinese people is more as a communication tool. the new age, young people view of "wine", fashion, health, civilization, is one of the more sober and is responsible for the attitude, wine is rational and restrained. based on this, we hope to more in line with the website presents the effect of new era public values and aesthetic habits.Picture is more concise and mike sheron, personality is distinct, tonal have qualitative feeling, clear information.  2. Website design layout product attributes based on the web site, we suggest that the page layout USES the hero type layout, short pages each screen is an emphasis of brand or product selling point, can clear enterprise and product information.The first screen as the user to access the website main photo first visual elements.Consists of image and text, and can be static or dynamic (for example, the rotation of the image or theme list), video, animation, with large size banners show, and product key echo, visual effect is relatively focused. when we in the homepage design, very attention to detail expression, for example, in the background of the product enhance bamboo image, through the Chinese traditional culture elements of the ornament, let users quickly remember the brand connotation, mentioned health number one brand will think Chinese wine spirit.  3. The core design of page product page design is around the user experience, the user can enter the website in a short period of time to understand the product and buy success, the whole process is convenient. we need to show the product details in all aspects, will wine three specifications of design for interactive page, by sliding the mouse, you can see different specifications of the data.To this end, we also design a convenient purchase channels, users can complete the operation in the same page without having to jump.  4.dynamic design will enhance the overall effect health one chooses medicinal materials are carefully selected, is the very core of selling point, so, we focuses on this part of the design. we will everything medicinal materials design became a hover effect, there will be a micro effect to increase this page the spirit of the movement, not because of the graphic information, and appear dull and multifarious.Hovering on the related medicinal materials, can display the details. in addition, we also raised some auxiliary copy;Small icon will change and change with them by figure, these little details, will increase the user's favor.  Based on the collection attribute, Chinese medicine keeping in good health function of brand features, we extracted several keywords to unify all visual details of the website design process: grave, elegant, sincere, etiquette and inside information.We hope the website finally effect to good use and a bright visual expression.   Tasting and floor two parts is very important part of the user experience, is a brand to users at the invitation of the interaction.So, we hope that the two parts, can be simple intuitive and has the affinity, can make user generated goodwill. us for these two part increased the auxiliary copywriting, be closer to tone's invitation to the user, to increase friendly experience.For the convenience of user operations, we try to simplify the steps in part information to fill in, the user can directly make an appointment to register, don't need to do more to jump.  Contemporary views on wine is more rational, wh-what the brand concept.It is widely believed that wine is not only taste delicious, but also in the product of a culture, a kind of life attitude, is the pursuit of healthy living. so, we hope to show the product at the same time can also through the website of channels to convey to the user a healthy attitude to drinking. [Video](https://static.glabcms.stoyard.com/stoyard/gallery/20230506/ata4v8ju5xj.mp4)