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"UP" Brand Corporate Culture Plan – A wine and essential oil lifestyle brand with "Upward Growth" as its core spirit
I. Brand Core Concept: Using "UP" as a symbol to interpret the philosophy of vitality and "upward growth"
Brand Name: UP (Full name/Main logo, can be extended with Chinese names "上升" (Ascension) and "优湃" (Excellent Surge) for auxiliary communication)
Brand Slogan: "Upward, the Nature of Life"
1. Brand Values
Based on the letter imagery and double meaning of "UP" (upward/improvement), combined with the product characteristics of wine and essential oils, three core values are extracted:
Aspire: Symbolizing the pursuit of a quality life, like grapevines climbing towards the sun to produce mellow wine, and essential oils extracting plant essences to nourish the body and mind – every "UP" product is an "upward crystallization" of nature and craftsmanship.
Energize: The pleasant intoxication of wine and the healing energy of essential oils together convey a lifestyle attitude of "awakening the senses and boosting the spirit," allowing users to feel "UP" from the inside out.
Pure: Insisting on natural raw materials (directly sourced from high-quality vineyards, essential oils extracted from their places of origin), refusing additives and compromises, so that every drop of wine and every drop of oil retains the most authentic "upward power."
2. Brand Personality
Personified as "a life explorer who is always moving upward" – this person might be a 30+ urban woman/man who pursues quality, loves reading a good book while enjoying a glass of wine, and is accustomed to using essential oils to relieve stress before starting anew; this person believes that life needs a sense of ritual, and even more so believes that "upward" is not a result, but a continuous process of growth. II. Product Design System: A Wine and Essential Oil Matrix Unified by the "UP" Visual Symbol
1. Brand Visual Main Design (Centralized Style Positioning)
Using the letters "UP" as the core visual symbol, integrating "natural growth power + modern minimalist aesthetics" to form a unified and highly recognizable brand style:
(1) Basic Visual Elements
Main Colors:
Vibrant Orange Red (#FF6B35): Symbolizing the richness and passion of wine, representing the "upward" momentum (used for the main logo and promotional scenarios);
Deep Burgundy Red (#5E1A1A): Classic wine color, conveying quality and refinement (used for the main visual of wine products);
Healing Grass Green (#7CB342): Echoing the natural plant attributes of essential oils, representing vitality and soothing (used for the essential oil product line);
Neutral Gray (#F5F5F5): Balances warm colors and enhances a sense of sophistication (background/auxiliary color).
Core Graphics:
Abstract "UP Arrow" Transformation: The letter "U" is designed as an upward-extending vine/leaf outline (enclosing the shape of grape clusters or essential oil drops), the vertical stroke of "P" extends into light or steam (symbolizing rising energy), forming a dynamic image of "natural growth";
Clever Use of Negative Space: Grapevine patterns or essential oil molecular structures are hidden in the blank spaces of the "UP" letters (detail easter eggs, enhancing brand memorability).
Typography:
The main logo "UP" uses a custom sans-serif font (with slightly upward strokes at the ends, reinforcing the visual association of "upward"), while the sub-logo text uses a serif font (such as a variant of Song typeface) to convey classicism and quality.
(2) Product Packaging Design (Wine + Essential Oil Presented in Separate Series)
① Wine Series: "UP VINE" (Upward Vine)
Positioning: Mid-to-high-end table/gift wine, emphasizing "naturally brewed upward flavor". Packaging Design:
Bottle Label: The main visual is a deformed "UP arrow" surrounding a grapevine pattern (the vine climbs from the bottom of the bottle to the neck, bearing plump grapes at the end). The label background uses a Burgundy red gradient to transparent, highlighting the wine's color;
Bottle Cap/Sleeve: The metal bottle cap has a mini "UP" letter engraved on top (matte gold/dark red). The outer box is made of cardboard, with an abstract vine illustration wrapping around the bottle on the front, and basic information such as origin and vintage on the side;
Series Segmentation:
"UP Sunrise": Young and easy-drinking red wine (rich in fruit aroma), the label uses bright orange-red + gold lines, and the arrow lines are lighter;
"UP Reserve": Aged high-end wine (rich tannins), the label uses dark red + matte black, the arrow lines are bold and powerful, and the bottle body features embossed craftsmanship.
② Essential Oil Series: "UP ESSENCE"
Positioning: Natural plant essential oils and related products (diffuser stones/massage oils), focusing on "the upward energy of natural healing".
Packaging Design:
Essential Oil Bottle: The glass bottle body has a frosted texture. The main image on the label is an "UP arrow" extending into a drop of essential oil falling onto a leaf/petal (such as lavender, tea tree), with a background illustration of the plant's original growing place (such as a lavender field in Provence);
Bottle Cap/Outer Box: The bottle cap is made of light green frosted material (to match the main grass green color), and the outer box is made of environmentally friendly kraft paper. The front only retains the "UP" letters + essential oil name (e.g., "UP Lavender"), and the back prints the plant's efficacy description and harvesting story;
Related Products: The matching diffuser stone is designed in a "small arrow shape" (with a groove on top for dripping essential oil, and a base for placing on a table), forming an "UP Energy Set" with the essential oil bottle. III. Implementing Corporate Culture: Infusing the "UP" Spirit Throughout the Brand Ecosystem
1. Brand Story and Communication
Origin Story:
"The inspiration for UP comes from the ever-upward-growing vines in the vineyard – no matter how barren the soil, they always grow towards the sun; it also comes from the birth process of plant essential oils – every drop of essence is a gift from plants after enduring wind and rain. We believe that life, like winemaking and extraction, requires the accumulation of time and, more importantly, the courage to move upward."
Extended Slogans:
For users: "Every moment of your upward journey deserves to be witnessed by UP" (linking to consumption scenarios: a glass of red wine to relax after working overtime, a drop of essential oil to recharge when tired);
For partners: "Journey with UP, do business that moves upward" (emphasizing brand growth potential and shared values).
2. User Experience Design
Offline scenarios: Store/pop-up store design as an "upward growth space" – giant vine murals painted on the walls, display shelves extending upwards in a stepped manner (symbolizing product series upgrades), and a "UP Energy Wall" in the tasting/trial area (where users can write down their "upward moments" on stickers).
Online touchpoints: E-commerce product detail pages presented in the form of a "growth diary" (red wine tells the story of the grapevine through the four seasons, essential oils describe the harvesting and extraction process of the plants), short video content focuses on "UP user stories" (e.g., entrepreneurs celebrating milestones with red wine, mothers using essential oils to relieve parenting stress).
3. Social Responsibility and Long-Term Value
Raw Material Sourcing: Red wine raw materials come from sustainable vineyards that have been partners for many years (reducing pesticide use), essential oil raw materials are sourced directly from farmers in the place of origin (ensuring fair farming practices, labeled as "UP Farmer Support Program");
Cultural Advocacy: An annual "UP Upward Day" event is held (offline tasting event + user sharing session), encouraging participants to share their experiences of "overcoming difficulties and growing upwards," conveying the brand's warmth.
IV. Conclusion: Why can "UP" become a unique brand? Through the core concept of "growing upwards," the brand unifies the "time-honored tradition" of wine and the "natural healing" properties of essential oils under the overarching theme of "positive living." Combined with the highly recognizable "UP" visual symbol (from the letter design to the packaging details), this not only allows consumers to remember a brand that sells wine and essential oils, but also a lifestyle of "always striving upwards"—this is precisely the cultural differentiation and competitive advantage of "UP."