策略回溯 Strategy Backtracking

恒洁卫浴HEGII创立于1998年，拥有覆盖全品类的卫浴产品。恒洁品牌使命“专注品质，持续创新，倡导环保，致力于通过产品和服务，创造品质美好生活”。在2023年，恒洁品牌形象全面升级，全新的品牌主张“选品质就是选生活”，意味着恒洁要与消费群体加深场景体验，建立价值与情感共鸣，将品质融入消费者的生活体验；HEGII was founded in 1998 and has a full range of sanitary ware products.  HEGII brand mission: "Focus on quality, continuous innovation, advocate environmental protection, committed to creating a better quality of life through products and services". In 2023, the brand image of HEGII will be upgraded, and the new brand slogan "Choosing quality is choosing life" means that HEGII will deepen the scene experience with the consumer group, establish the value and emotional resonance, and integrate the quality into the consumer's life experience.

在本次2023的广州设计周展厅概念上，汤物臣提出强化【H】品牌超级符号，名之【H-SPACE】。以恒洁卫浴产品的场景体验为基点，以自然酝化而出的传统文化为线索，在对大自然敬畏下回归原始去呈现产品的质感语境；将行为参与空间产生偶然的必然性事件，从而激发观展人的探索意愿；On the concept of the exhibition of Guangzhou DesignWeek in 2023, INS proposes to strengthen the brand super-symbol, named [H-SPACE]. Taking the scene experience of HEGII's products as the starting point, and traditional culture as the clue, the art of presenting the products returns to the primitive under the fear of nature, thus stimulating the visitors' desire to explore;

在与品牌方探讨策略定位的前期，汤物臣团队去了恒洁的工厂基地考察。恒洁的四个环保理念：热能回收，废料回收，废水处理，绿色能源模型（太阳能），细节上处处充满了对大自然的敬畏，正如恒洁的品牌理念——希望能引领行业绿色生产；Before exploring the strategic positioning with HEGII, the INS team visited HEGII's factory . HEGII's four environmental protection concepts: heat recycling, waste recycling, wastewater treatment, and green energy modeling (solar energy) are full of reverence for nature in every detail. HEGII hope to lead the industry in green production.