王饱饱是互联网麦片类的领导品牌。随着市场环境的变化，其关注点从单纯追求流量和转化率，回归与消费者的情感连接，构建自己的品牌人格。因此，王饱饱委托了L3branding为其打造品牌视觉形象。

中国零食市场的购买主力一大部分是年轻的女性，而他们爱吃的同时普遍存在着巨大的体重焦虑，而没有任何一个产品能真正做到“好吃不胖”，于是他们用“轻松变好”的理念重建自己的定位，让这些女孩“take eat easy”。

品牌形象设计需要兼顾原有对食欲的表达同时具备健康体控的属性，让她们看到就觉得轻松不焦虑，但健康的食品往往风格理性克制，而美味的零食往往要对食欲放纵地表现，如何权衡看似矛盾的两点？

视觉策略上，我们希望为其建立一个”会吃、聪明地的吃“的品牌人格。我们从年轻女孩心中最会吃的人群——美食博主的美食手账找到灵感，这些小tips就是他们的“会吃攻略”，我们希望王饱饱的形象不是带着你锻炼和节食的健身教练，而是一个在你身边关心着你的“会吃达人”，让包装就成为美味和健康的“小tips”，版面中的文字、图片、插画全部以便签和笔记的形式呈现，让人一看到就放松下来，兼顾美味、天然和健康的感受；符号上提炼并放大原有“饱”的视觉资产来统一管理各个品类，达成多元且统一的家族关系。

物流箱设计成了亲手制作的邮包，线下体验将“饱”的符号和邮筒结合，充分释放了手帐形式所带给消费者的人情味和关怀之心。

Wangbaobao is a leading brand of brewing snacks on the Internet in China, but its growth is slowing down with the loss of a huge fan base on the Internet. They begin to realize they have not actually established a clear brand personality. In the snack market of China, buyers are mostly young women, who love gourmet food but generally have great anxiety about weight. However, there is no product that can truly meet the need of “being tasty and low-calorie”. Therefore, the brand repositions itself based on the concept of “becoming better easily”, to enable these girls to “take eat easy”.  

In terms of visual strategies, we wanted to establish a brand personality of “knowing how to dine and dine wisely”. We found inspiration from diaries on gourmet food written by food bloggers, who know how to dine best in the minds of young girls, as these tips are their “dietary strategies”. In our conception, Wangbaobao is not a coach who guides you through training and going on diet, but an “expert in dining” that cares about you by your side. The package itself provides “tips” on gourmet food and health. All the text, pictures and illustrations on it are shown in the form of memos and notes, to make people feel relaxed at a glance and integrate good taste, natural ingredients and health in the impression of the brand.

As for semiotic design, the original brand assess of “饱” which is means full in English was extracted and magnified to unify the management of each category and to establish a diversified but unified family relation.The container is designed as a hand-made postal parcel, and the symbol “full” is combined with a postbox in the offline experience, to fully convey the kindness and care that the form of diaries brings to consumers.