品牌手册Zrou株肉品牌故事 & 系统指南
如何使用本手册如何使用本手册？作为一个不断发展改进的文件，本手册概述了株肉Zrou的品牌故事和关键元素，通过建立有关公开展示株肉品牌的指导方针，来加强品牌在传播上的一致性。手册内提供的图像和信息仅为示例，请不要用于激发灵感以外的任何目的。2株肉品牌手册如何使用这份手册
品牌体系品牌战略案例分析株肉的诞生03020401Logos语调色彩字体摄影纹理插画实体我们为何存在我们如何定位RAD 定位我们为谁服务我们的故事我们的独到之处我们的个性品牌关键包装线上实体活动展览属于佛教徒的时刻联合创始团队我们的愿景我们的名字我们的核心价值观株肉运动株肉发展历程3239434446505153202122242628295657585960617910111516173株肉品牌手册目录
株肉的诞生⼀个真诚的品牌起源是品牌的灵魂，可以建⽴情感上的联结，激发信任。它可以帮助⼈们理解品牌诞⽣的缘由，知晓我们在为何拼搏。最重要的是，它回答了这样⼀个问题——“与我何关？”Our OriginZrou Brand Playbook4Reference image. Do not use
“我想行更多善”Franklin Yao, 株肉创始⼈5Our OriginZrou Brand PlaybookReference image. Do not use
Frank’s awakening:rethinking our choices佛教徒时刻Interview exerpt from SmartShanghai on January 8, 2020Why plant-based meat? Why create Zrou?About 1.5 years ago, I was playing at the World Series of Poker in Las Vegas, fulfilling a personal dream. I got busted out on the second day, and I was consoling myself with an Impossible Burger in my hotel room when I just thought “somebody has to do what Impossible is doing, but for China.” Not for hamburgers, but for Lion Head meatballs, soup dumplings and dan dan noodles — all the Chinese dishes that traditionally use ground meat.”For me, a better and more ethically sound version of an existing product means a plant-based product. That comes from my personal experience with Buddhism. I’m not labeling myself a Buddhist, and I’m also not fully vegetarian, but the Buddha answered my own question about why we mindlessly pursue or ignore certain things.Take industrial meat production, for example; it’s a very cruel thing to take young animals away from their mothers. We choose “Mindless eating is animal suffering for nothing.”to ignore it because we want to eat meat.Only after acknowledging that we make a lot of decisions in this way, then can we understand and be more conscious of our consumption choices — including what we eat.So you have this vision. But how exactly is Z-Rou helping people to be more conscious about their consumption?Reducing the amount of meat we eat is itself a compassionate act, but we want to be realistic. I always say we’re trying to do “more good”, and it means being practical about the ways that we exercise “good.”We have to admit that Zrou has to appeal to both the higher-functioning part of the brain and the instinctual part. Appealing to the higher-functioning brain involves talking about meat consumption and its impact on the environment and health.But Zrou really has to appeal to the instinctual brain first — I have to be able to show you a picture of a beautiful, delicious dish of...
