THE LEAP FROM PRODUCT OEM TO BRAND MATRIX

——Fengke Customer's complete product line branding reconstruction plan

Customer/Wind Visitor

Brand planning/logo/advertising/exhibition/packaging design

Brand integration and upgrading planning and design

——Fengke Customer's complete product line branding reconstruction plan

1、 Project background: The leap from product OEM to brand matrix

FengLaiKe is the "hidden champion" in the domestic pet snack industry, with products exported to 65 countries worldwide, and independent brand exports accounting for over 80%. The company has been deeply involved in the field of pet chew adhesive for more than 20 years, experiencing a product iteration process from rubber and plastic products to pure cowhide chew adhesive, then to starch adhesive, protein adhesive, and now the fifth generation nanofiber adhesive.

However, with the expansion of enterprise scale and changes in market environment, Fengke faces a series of development bottlenecks:

Brand dispersion: Accumulated dozens of scattered brands during the development process, lacking unified planning

Cognitive ambiguity: Consumers find it difficult to clearly identify the functional positioning and value differences of different products

Resource waste: The parallel operation of multiple brands leads to the dispersion of marketing resources and the inability to form a synergy

Visual confusion: Inconsistent packaging style, low shelf recognition, and difficulty in accumulating brand assets

The competition in the current Chinese pet market is becoming increasingly fierce, and local brands such as Mafudi and Bernd Tianchun are rapidly rising. By 2023, they will occupy about 55% of the top 20 pet food brands in China. In this context, Fengke urgently needs to complete the transformation from "product thinking" to "brand thinking", build a clear and orderly brand matrix, and respond to market challenges with stronger overall competitiveness.

2、 Core strategy: Function oriented four part brand architecture

Based on a deep understanding of consumer needs and behavior patterns, we have systematically sorted out dozens of scattered brands of Fengke and reorganized them into four brand matrices according to the core functional values of pet snacks:

Main brand: Fengke (pet nutrition snacks); Functional brand 1: Haobang (gastrointestinal and hair health snack); Functional brand 2: Dentalight (teeth cleaning snacks): Functional brand 3: Bite Me (training and grinding pet snacks) The logical basis of this architecture is the hierarchical progression from meeting basic needs to solving specific problems, from functional value to emotional value.

3、 Brand positioning and value proposition

Fun to enjoy health, share happiness, share love!

4、 Visual recognition system upgrade

1. Logo design: Unified family genes, differentiated functional recognition

Functional color code system: Establish exclusive color recognition systems and icon assistance systems for the four major brands:

Each sub brand is equipped with exclusive functional icons to enhance recognition and functional implications.

2. Packaging design: changes in unity, unity in differences

Brand integration is not simply about "merging similar items", but rather a reorganization and value reconstruction of a company's core competencies. The more than 20 years of technical accumulation and global market experience of Fengke are the most solid foundation for this brand upgrade.

From dozens of scattered brands to a matrix of four major functional brands, from product OEM to brand output, Fengke is completing a leap from an "invisible champion" to an "explicit brand". When every product has a clear brand identity, and every purchase becomes an accumulation of brand assets, Fengke will enter a broader market with a stronger overall image.

2017