贤草认为，品牌的背后是品类，品类的背后是文化，所有的品牌，特别是百年老字号品牌一定有它的独特根基，这些根基支撑了其跨越百年，基业长青。

始创于1887年的诸老大，是目前有迹可循的历史最悠久的粽子品牌，90年代一度销量第一，然而在过去数十年由于种种原因，经营出现了各种问题，销量停滞。2023年年底，诸老大与贤草达成合作。贤草凭借丰富的品牌战略定位、品牌视觉系统开发与产品设计落地经验，以“聚焦主战场，打好组合拳”为题，深入挖掘这一老字号品牌的潜力，对诸老大进行了系统化的品牌重塑。

最终，贤草在梳理竞争环境、品牌禀赋与消费趋势后，建议诸老大以“枕头粽”对立嘉兴三角粽，并聚焦“黑猪肉枕头粽”品类，以“中国枕头粽开创者”的战略定位与“只使用慢养黑猪肉；均匀易熟、口口有馅”的差异价值，构建消费者对诸老大的心智认知。在此基础上，贤草帮助诸老大全面升级了品牌形象，重新设计了日消产品与商务大礼盒包装。

2024年3月，诸老大在杭州举办“中国粽、诸老大”品牌战略升级发布会。此次诸老大品牌战略与形象升级，不仅是向百年传统致敬，更是其在现代市场竞争中重新定位的宣言。通过深入的市场洞察、战略创新与设计表达，诸老大成功地将传统与现代结合，打开了品牌发展乃至企业基业长青的新篇章。

Xiancao believes that behind the brand is the category, and behind the category is the culture. All brands, especially century-old brands, must have their unique foundations, which support their long-lasting business.

Founded in 1887, Zhu Lao Da is the oldest Zongzi brand with a traceable history. At the end of 2023, Zhu Lao Da reached a cooperation with Visdom. With rich experience in brand strategic positioning, brand visual system development and product design implementation, Visdom, with the theme of "focusing on the main battlefield and playing a good combination of punches", deeply explored the potential of this time-honored brand and systematically reshaped the brand of Zhu Lao Da.

Finally, Visdom suggested that Zhu Lao Da use "pillow zongzi" to oppose Jiaxing triangular zongzi, and focus on the "black pork pillow zongzi" category, with the strategic positioning of "the pioneer of Chinese pillow zongzi" and the differentiated value of "only using slow-raised black pork; evenly easy to cook, and full of fillings", to build consumers' mental cognition of Zhu Lao Da. On this basis, Visdom helped Zhu Lao Da fully upgrade its brand image and redesign daily consumer products and business gift box packaging.

In March 2024, Zhu Lao Da held a brand strategy upgrade conference of "Chinese Zongzi, Zhu Lao Da" in Hangzhou. This upgrade of Zhu Lao Da's brand strategy and image is not only a tribute to the century-old tradition, but also a declaration of its repositioning in the modern market competition. Through in-depth market insights, strategic innovation and design expression, Zhu Lao Da successfully combined tradition with modernity, opening a new chapter in brand development and even corporate longevity.

客户：诸老大

时间：2023-2024

团队：Rock、Gavin、Sean、Tomato

Client: Zhu Lao Da

Time: 2023-2024

Team: Rock、 Gavin、 Sean、 Tomato