光陽工業為台灣市占率極高的在地機車品牌，考量未來規劃與發展，開始著手進行 品牌識別重塑 以及門店的全面更新──使品牌精神不只是一句口號，更能被消費者實際看到、感覺到。為確保品牌形象一致，本案首先由手心團隊針對光陽的核心價值進行挖掘，萃取出「Win My Heart」標語中隱含的自豪態度，並將之轉化為三大關鍵字：光環、光芒與光速。
KYMCO is a motorcycle brand in Taiwan with a very high market share. Considering future planning and development, KYMCO is undergoing a comprehensive update for both its brand and stores. The goal is to make the brand spirit more than just a slogan but something visible and tangible to ensure a consistent brand image, we delved into KYMCO’s core value. We extracted the prideful attitude implicit in the slogan ‘Win My Heart’ and distilled it into three key words: Aura, Radiance, and Speed of Light.”
With ‘future, international, and technology’ as our goals, in collaboration with our partner, Non Frontier, we comprehensively ponder over brand identification, service design, and environmental identification. Building upon the brand’s primary colors – white, silver, black, and red – we extend that inherent pride throughout the store. By integrating intuitive, efficient flow design with modular space configurations, showing KYMCO’s distinct service experience that sets it apart from others.
Light is the impression we most want to convey to consumers in this brand and store renovation. Through the collaborative design with our partner, Non Frontier, Chun Cui Design, and Sunho Advertising, we present the renewed KYMCO to consumers at the highest standard, achieving consistency in customer experience and the brand’s uniqueness.
Yi-chen, Lee / Xiao-wen, Su / Yuan-jie, Cheng
Chi-yu, Wu / Chien-ying, yang
Chun Cui Design / Sunho Advertising
Yi-wen, Lu / Lien-chieh, Su