Brand Introduction Founded in 2017, Sharkfit is the pioneer of healthy ready-to-eat chicken breast at room temperature and the top-selling chicken breast brand online. Sharkfit's original intention was to provide convenient, nutritious, and delicious healthy food for young people living in a fast-paced lifestyle. With ready-to-eat chicken breast as the core, it has developed six product series around all-scenario low-calorie healthy food: protein meat, coarse grain staples, high-fiber bakery, light-calorie seasonings, weight-loss snacks, and energy drinks. It has launched over 150 products to meet users' different healthy dietary needs in scenarios such as main meals and casual snacks. Project Background After entering the health track with ready-to-eat chicken breast, Sharkfit used the three elements of "crowd" + "label" + "scenario" around the core keywords "convenience" and "health" to create a series of hit products, extending to over 150 SKUs covering breakfast, lunch, dinner, side dishes, snacks, and other eating scenarios. With continuous product upgrades and growing brand influence, based on dual considerations of future development strategy and trends, Sharkfit needed a transformation to express its new brand core and embark on a new strategic journey of healthy light meals through brand upgrade. At the end of 2020, the Chinese Character Art team, which had participated in the 2020 Taobao brand upgrade for the most-clicked Chinese character, carried out a comprehensive brand upgrade and content health upgrade strategy for Sharkfit, helping the brand build a highly differentiated new world of healthy light meals and construct a brand core moat through a multi-dimensional upgrade strategy! User Insight Sharkfit is positioned as an all-scenario healthy food brand, mainly targeting Generation Z. As a generation growing up with mobile internet and social media, Gen Z has different consumption views. Especially against the backdrop of national rejuvenation and cultural confidence, emotional appeals such as personality, fun, aesthetics, and story form their new consumption concepts. Gen Z Consumption Drivers Interest self-pleasure > Upgrade improvement > Spiritual power > Value identification > Spiritual companion ↓ Self-pleasure, for persona, for identification Strategic Upgrade Through sorting out Sharkfit's brand and analyzing competitor research, we gradually clarified and determined the specific needs for brand upgrade:

  1. A brand visual system suitable for commercial application, with a more recognizable brand image and exclusive colors that better match product features;
  2. A more distinctive brand IP system image, giving the IP a differentiated charming personality and creating a super IP with content power and self-traffic;
  3. A unified and serialized product packaging system, forming a unified visual matrix, strengthening brand awareness, and enhancing communication effects;
  4. A content system ecosystem created based on new media communication characteristics, with IP series science content needs for advocating a healthy lifestyle. By sorting out Sharkfit's brand pyramid, we finally jointly decided to present a trendy and healthy lifestyle to consumers, and from this, a clear design guideline emerged: Sharkfit will stand with young people with a more personalized and energetic image, embrace a healthier and more dynamic lifestyle, find health, and welcome a better self. As a full-scenario healthy ready-to-eat brand for Gen Z, Sharkfit hoped from its inception that the brand name could carry the voice of young consumers. The brand's strategic upgrade is also an IP content upgrade, conveying Sharkfit's healthy lifestyle. Sharkfit, the top-selling chicken breast brand online, is committed to the strategic goal of "the world's No.1 chicken breast brand." With the rise in brand awareness, the need to create a brand IP image has been stimulated, and it is necessary to use the brand IP to continuously output content, connect with consumer emotions, and start a new strategic journey. Visual System Upgrade More recognizable logo: The Chinese Character Art team believes that in the future, all enterprises should have their own fonts, just as everyone has their own signature. Since Sharkfit has been established for four years and consumers already have a certain awareness and loyalty, creating a set of exclusive fonts suitable for Sharkfit is the brand upgrade we convey to consumers' mental cognition. The most important role of a brand logo is to reduce communication costs. Based on thorough research of Gen Z's aesthetic needs, we focused on enhancing the recognition of Sharkfit's brand logo, directly and concisely conveying the message of "who I am." Chinese characters, developed over thousands of years of Chinese civilization, contain the strength and aesthetic mentality of the entire nation, becoming design elements with strong vitality and appeal, evolving into a truly effective medium for conveying textual information. In the logo design process, we are committed to strengthening the brand's Chinese logo, highlighting the personalized features of Chinese characters, making it uniquely charming and more communicative in logo design. With the help of Chinese logos, we promote the "cultural confidence" of Chinese characters, creating new value for the upgrade and renewal of new domestic brands. Richer colors: Color is not only a means of expression but also an important language for products to communicate with the eyes. We create exclusive colors for different product types, making product characteristics clearer, instantly arousing emotions, and producing corresponding physiological and psychological reactions. More distinctive symbols: Based on brand characteristics, we designed a series of brand icons to help consumers quickly understand the brand and products. Based on the natural form of food, we outline unified, food-oriented, high-quality element symbols with simple lines. The form is abstract and concise, the connotation is simple and clear, and the style is fresh and natural, making it easy for consumers to identify and better carrying the brand's original intention to provide more convenient and healthier light meals. IP System Creation Creating Sharkfit IP System: Sharkfit targets Gen Z. As a generation growing up with mobile internet and social media, Gen Z has strong personalized needs. Brands and services that highlight self-expression, uniqueness, cool experiences, and relative scarcity are more likely to be sought after. After further research and sorting of Sharkfit's user data, we interacted and collided with Sharkfit, and finally jointly drafted the design concept of "love to eat and practice hard," from which a clear IP design guideline emerged. Sharkfit IP Image Design: Sharks are naturally picky gourmets. Sharkfit brand comes with its own IP. The main visual features are the fin on the back, sharp teeth, and keen eyes. Therefore, we injected 5 recognition points into the Sharkfit IP: pointed shark fin, big black eyes, blue skin, sharp teeth, and three red lines of shark muscle. Besides the highly recognizable IP image of the shark at the top of the food chain, it has an interesting soul and a cute but enthusiastic personality. It is picky about food, good at developing healthy food, and is a shark that loves to eat and practice. The setting of personality traits can make consumers like the IP while increasing brand attention and favorability. For current IP operations, 3D has also become an indispensable part of IP operation and extension. After establishing the 2D shape of the Sharkfit IP image, we began to create the 3D image of the IP image, further avoiding risks such as the inability to make the flat shape three-dimensional and potential character shape gaps caused by subsequent redesigns for the continuous operation of the brand IP. Packaging System Upgrade After sorting out the content system of Sharkfit's four dimensions and six categories, we extended the content system to the packaging system. The new packaging forms also interpret the theme and story of the brand IP, combined with rich scenarios, presenting a brand image that is more energetic, more interesting, more attractive, and more attitude. Content System Creation In the era where everything is media, IP not only represents a new discourse system and narrative method but also needs to quickly penetrate all dimensions of the new business ecosystem from pan-entertainment forms to become a super IP. A super IP needs unique content capability, topic-generating potential value, continuous personification, integrated use of new technologies, and more effective traffic monetization features. At the same time, it must be constantly given new interpretations and new creations to maintain high potential. Therefore, we built a four-dimensional content system for the Sharkfit IP, giving the IP image a unique charming personality and continuously producing differentiated content. +Worldview The world's No.1 chicken breast brand +Story From the Light Meal Kingdom to the Light Meal Planet Although Sharkfit has strong IP attributes from its name, it still lacks a carrier and theme in overall communication. We proposed the concept of "Light Meal Kingdom," which can be uniformly output from story background, IP setting, to overall image promotion! +Culture Healthy light meal lifestyle What "people" lack today is not material but warmth. What moves consumers is no longer the product itself but warmth. Sharkfit has created a relaxed, fun, and positive world for Gen Z, accompanying everyone to grow together, transform together, and explore more possibilities of a healthy life. At the same time, we developed a series of IP animations, continuously extending interesting content around brand culture to meet the "short, flat, fast" communication needs. On major short video platforms, we published over a hundred video contents, accumulating over a million followers and over 200 million views. Based on healthy eating, we convey the concept of a healthy light meal lifestyle, continuously increase brand exposure, and build a super IP expert brand. In the future, Sharkfit will use the super IP to achieve GMV conversion, helping the brand IP continue to break circles and create better products and content for users. Follow [Douyin] or [Kuaishou] or [Xiaohongshu] or [WeChat Channels]: 【I am Sharkfit】 +Immersive Experience Sharkfit Light Meal offline stores advocate more deliciousness with less burden. With a Chinese-style light meal direction, it better suits Chinese tastes while introducing the concept of "relative health," pursuing healthy meals without sacrificing deliciousness. With different store types such as shopping center stores, transportation hub stores, and delivery stores, combined with Sharkfit's online e-commerce products, it brings fans an all-scenario, all-time consumption experience. Flagship experience centers in key cities will feature restaurants with themes such as ocean culture, forest culture, and universe culture. In the future, parents can bring their children to experience themed culture in the restaurant, establishing environmental awareness while eating healthily. Couples can enjoy a different space and comfortable leisure time in the restaurant. Conclusion: In the future, products become content, enterprises become media, and companies become IP. From "text → image → video", with Sharkfit's brand upgrade, Sharkfit will continue to inject fresh, interesting, and creative youth culture and content into the brand, further achieving "aggregation, connection, and growth" of the target audience. In this project, Chinese Character Art for Sharkfit: 1. Visual system: more recognizable visual image and font recognition, more appropriate brand colors; 2. IP system: create more distinctive super symbols and highly personalized IP images; 3. Packaging system: packaging matrix that matches online and offline brand tone, completing six categories and 150+ SKUs; 4. Content system: "love to eat + practice hard" content layout, short video fans 1 million+, cumulative exposure nearly 200 million+ PV; 5. Determined the visual expression form for brand image health upgrade, new IP gameplay, and future possibilities for breaking circles. Source: Chinese Character Art CN (ID: ZiHuiZhongGuo) Are you "watching" me?