“雷猴，我系方先生”“小时候的夏天最喜欢坐家门口，吹这过堂风吃这晚饭，在配上一块腐乳，真系好味！”如何吸引年轻消费者一直是品牌生命力的主要课题，作为一个百年品牌，在当今的社会环境如何去取悦年轻人，形成共鸣。因此在IP形象层面推出了“方先生”一个从历史中走来，有着丰富博学的美食知识，但又十分乐意尝试新事物的这样一个形象。

从品牌个性挖掘，我们找到具有同样特征的人物，怀旧可爱。再加上一点品牌化的诙谐的表达，自然而然就有了大致的概念，在多轮的调整后，一个完整而且立体形象就展现了出来。整个项目的时间紧凑，但在明确的思想下，整体表达统一一致。

"Hello, I'm Mr. Fang." "I used to love sitting at the door of my home during the summer, enjoying the cool breeze and eating dinner, take a piece of Guanghe Furu. It really tastes good!" , How to attract young consumers has always been the main subject of brand. As a century-old brand, Make

please young people and resonate with them in today's social environment is a big challenge. Therefore, Guanghe launched new character "Mr. Fang" a man from history, with rich knowledge about food, and very willing to try new things.

From the brand personality, we found a character with similar traits, nostalgic and cute. Plus a touch of brand-specific humorous expression, a rough concept naturally emerged. 

After several rounds of adjustments, a complete image was presented. 

The entire project was time-sensitive, but with a clear concept, the overall expression was consistent and unified.