公园，一个城市中最富余生活气息和民众趣味的场所。每天不同时刻，公园里都演绎着不同人不同的故事，这里就像一个容器，盛满普通民众对生活的热忱与希望。晨练的老人、玩耍的孩童、练乐器、组舞队的叔叔阿姨。。。。公园里每天发生的故事深深烙印在城市发展的历史中。时代快速发展下，各品牌需要不停追寻升级与变化，找到能打动市场的准确切入点是个难题。廣莲申是一个立足于上海的中点品牌，依靠良好的产品力赢得了市场和消费者的认可，在消费者心里是“地方老字号”的存在，受众大多是有一定年纪的叔叔阿姨。这一次品牌升级我们希望廣莲申在不流失原有市场的基础上，能进入年轻人的视野中。我们定下的策略是——将稀松常见的生活感场景作为突破口，让日常的老百姓生活场景既可以连接廣莲申品牌身上的上海文化与地域产品优势，又可以通过老场景新尝试的方法做大胆的突破，做到与年轻人对话，实现品牌年轻化的升级，同时摆脱现在泛滥的“国潮中点”的局面，从而真正的创造出属于廣莲申自己的文化内容。以这样的设计思路进行下，品牌接下来的设计升级之路变得清晰起来，市集、公园、弄堂…等可以成为我们抓取的概念场景。
Park is the place with the richest life and the people's interest in a city. At different times of the day, different stories of different people are played out in the park. It is like a container filled with the enthusiasm and hope of ordinary people for life. Elderly people doing morning exercises, children playing, uncles and aunts practicing musical instruments and forming a dance team… The stories that happen every day in the park are deeply imprinted in the history of the city's development. Currently, brands are pursuing upgrading and changes, but they could not find the starting point. GRAND LIZ is a brand of Chinese dessert based in Shanghai. Being the “local time-honored brand” in consumers’ mind, It had won the recognition from consumers with great product power in recent years, with those middle-aged or even older group serving as the main customers. In terms of the brand upgrading this time, we would like to make GRAND LIZ be a choice for youngsters on the basis of maintaining its original market. Our final strategy is as below: We will take the scenes representing Shanghai life as the acting point. On one hand, it could connect the Shanghai culture contained in the brand with the regional product advantages; on the other hand, great breakthroughs could be made through old scenes and new attempts. In this way, the brand rejuvenation could be realized through the dialogue with youngsters and the cut and dried “China chic” would be got rid off. The distinctive cultural content for GRAND LIZ itself would thus be created. Bazaar, park and alley serve as conceptual scenes utilized by u