諸老大：品牌尋根，戰略定型
Zhu Lao Da: Brand root search, strategy finalization
賢草認為，品牌的背后是品類，品類的背后是文化，所有的品牌，特別是百年老字號品牌一定有它的獨特根基，這些根基支撐了其跨越百年，基業長青。
始創于1887年的諸老大，是目前有跡可循的歷史最悠久的粽子品牌，90年代一度銷量第一，然而在過去數十年由于種種原因，經營出現了各種問題，銷量停滯。2023年年底，諸老大與賢草達成合作。賢草憑借豐富的品牌戰略定位、品牌視覺系統開發與產品設計落地經驗，以“聚焦主戰場，打好組合拳”為題，深入挖掘這一老字號品牌的潛力，對諸老大進行了系統化的品牌重塑。
最終，賢草在梳理競爭環境、品牌稟賦與消費趨勢后，建議諸老大以“枕頭粽”對立嘉興三角粽，并聚焦“黑豬肉枕頭粽”品類，以“中國枕頭粽開創者”的戰略定位與“只使用慢養黑豬肉；均勻易熟、口口有餡”的差異價值，構建消費者對諸老大的心智認知。在此基礎上，賢草幫助諸老大全面升級了品牌形象，重新設計了日消產品與商務大禮盒包裝。
2024年3月，諸老大在杭州舉辦“中國粽、諸老大”品牌戰略升級發布會。此次諸老大品牌戰略與形象升級，不僅是向百年傳統致敬，更是其在現代市場競爭中重新定位的宣言。通過深入的市場洞察、戰略創新與設計表達，諸老大成功地將傳統與現代結合，打開了品牌發展乃至企業基業長青的新篇章。
Xiancao believes that behind the brand is the category, and behind the category is the culture. All brands, especially century-old brands, must have their unique foundations, which support their long-lasting business.
Founded in 1887, Zhu Lao Da is the oldest Zongzi brand with a traceable history. At the end of 2023, Zhu Lao Da reached a cooperation with Visdom. With rich experience in brand strategic positioning, brand visual system development and product design implementation, Visdom, with the theme of "focusing on the main battlefield and playing a good combination of punches", deeply explored the potential of this time-honored brand and systematically reshaped the brand of Zhu Lao Da.
Finally, Visdom suggested that Zhu Lao Da use "pillow zongzi" to oppose Jiaxing triangular zongzi, and focus on the "black pork pillow zongzi" category, with the strategic positioning of "the pioneer of Chinese pillow zongzi" and the differentiated value of "only using slow-raised black pork; evenly easy to cook, and full of fillings", to build consumers' mental cognition of Zhu Lao Da. On this basis, Visdom helped Zhu Lao Da fully upgrade its brand image and redesign daily consumer products and business gift box packaging.
In March 2024, Zhu Lao Da held a brand strategy upgrade conference of "Chinese Zongzi, Zhu Lao Da" in Hangzhou. This upgrade of Zhu Lao Da's brand strategy and image is not only a tribute to the century-old tradition, but also a declaration of its repositioning in the modern market competition. Through in-depth market insights, strategic innovation and design expression, Zhu Lao Da successfully combined tradition with modernity, opening a new chapter in brand development and even corporate longevity.
客戶：諸老大
時間：2023-2024
團隊：Rock、Gavin、Sean、Tomato
Client: Zhu Lao Da
Time: 2023-2024
Team: Rock、 Gavin、 Sean、 Tomato
