CLIENT: 高爷家®
YEAR: 2021
为什么叫「高爷家」?「高爷」是一只陪伴了创始人 12 年的橘猫因为它，高爷家，诞生了。这是由一群充满爱的宠物主和专家创造的品牌，他们希望通过科技与专利，做出用数据说话、真正对猫好对产品，让猫咪们能够健康、快乐地陪伴大家更久一点。
「设计是用Excel做的」
这个段子源于真实故事:我们与高爷家队最初接触，收到的资料里竟然有一大半是 Excel 表格里面十分详细地说明了每一款产品的成!、含量、检测报告和具体说明等等，我们在惊讶之余，对这个」。方还表示「对啊,我们觉得最重要的就是学理工的朋友，他每天都泡在研究室和数据库中，你和他想象一下，你有一位那种感觉就像是聊天，他讲的都是他的论文和成果。你觉得这也蛮好的，他在专业领域上肯定是个值得信任的人。这一天,他突然找到你说:嘿,能帮我搭一身衣服吗?我想看起来时尚一点。你一打量,发现他是穿着实验室的白大和拖鞋来的。
"Designs are done in Excel."This joke is based on a true story: When we first contacted Gao Ye's team, we were surprised to find that a large portion of the information we received consisted of Excel spreadsheets detailing each product's ingredients, content, test reports, and detailed instructions. We were also surprised by this. Fang added, "Yes, we think the most important thing is our engineering student. He spends every day in the lab and working with databases. Imagine you're chatting with him, talking about his papers and research. You think that's pretty good, and he's definitely trustworthy in his field. Then one day, he suddenly approaches you and says, "Hey, can you help me with my outfit? I want to look fashionable." You take a closer look and realize he's wearing his lab whites and slippers."
「表达最核心的优势」
高爷家 ® 散发出一种由内而外的「硬核」气场。我们抓住这个特点,通过数据、符号、色块、间隔、行与段落的排版,把它从一种抽象的感受,转而用具象的视觉语言系统给描述了出来。
Expressing its core strengths，Gaoyejia® exudes a hardcore aura from the inside out. We capitalized on this characteristic and, through the use of data, symbols, color blocks, spacing, and the layout of lines and paragraphs, transformed it from an abstract perception into a concrete visual language system.
「关键词:真诚、年轻」
用数据说话是高爷家一贯的坚持。我们让不起眼的成分表格及数据回归本该属于它们的位置，让懂猫的用户一眼便能看到产品的优异数据表现，这本质上是我们与用户进行的一次打破常规的对话,也是更直接的核心价值表达。
Keywords: Sincerity, Youth.Letting data speak for itself is what Gaoyejia has always insisted on. We've restored the inconspicuous ingredient tables and data to their rightful place, allowing cat-savvy users to instantly see the product's excellent performance. This is essentially an unconventional dialogue with our users and a more direct expression of our core values.