Meedo
About Project
Suzhou EUP Group is a leading cleaning company in Suzhou. The group's annual turnover exceeds 10 billion. It is a typical OEM and export foundry. However, as my country's demographic dividend peaks and traditional manufacturing industries gradually flow out, the group's B-side business has shown a downward trend. So the group began to lay out C-end brand business.
In recent years, the national economy has further developed, and public consumption needs have become more and more diverse. The "lazy economy" and "stay-at-home economy" have also begun to prevail. At the same time, my country's smart cleaning track has become increasingly popular. The group's water cleaning technology Meedo, a cutting-edge brand of technological cleaning with the core, was born in 2017, hoping to provide the public with simpler and smarter household cleaning products, thus changing the way national technological cleaning is done. Currently, its main product is a smart floor scrubber. The brand has also been well received by the public since its launch.
However, at the moment when smart home appliances are being rolled back and new products are coming out one after another, the competition in the scrubber industry is intensifying, and Miduo has also ushered in a growth bottleneck. According to incomplete statistics in the industry, there are currently more than 200 floor washing machine brands on the market, and many new products have been launched this year. The market is showing a red sea. As the market space is stimulated, there are many entrants in the current market. How should brands do this? Breakout? Where will the floor washing machine industry go in the future? How can Meedo better meet the challenges in the future? All this is unknown to Meedo.
Therefore, driven by Meedo's new CMO Kang Kang (former founder & CMO of floor washing machine brand BOBOT and CMO of Black Decker), Aipu Group officially signed a brand strategic partnership with Provincial Lion in May 2022, joining hands with Provincial Lion Began to carry out a comprehensive brand upgrade, upgrading the new brand Meedo in the fast-growing and crowded household cleaning track. Last year, it completed sales of nearly 100 million yuan; at the same time, it began to lay out the pet cleaning track and incubate a new pet cleaning brand ( Not yet public).
On April 27, 2023, Meedo officially released the new brand image of Meedo at the 2023 AWE China Home Appliances and Consumer Electronics Expo (Shanghai) and also released the new product Meedo all-round washing machine.
Design Concept
As a cutting-edge domestic brand born in the wave of new domestic products, Mido has always believed in the wisdom of simplicity in our traditional culture, and also firmly believes that technology must bring a smarter, simpler and more convenient life. Therefore, Mido has been since its birth. Since then, we have been adhering to the "simple & smart" concept of future cleaning, always adhering to the product-based principle, based on the principles of rigorous innovation, perceptual experience, and precision design, and constantly pursuing technological breakthroughs and leadership, thereby bringing more and more benefits to the people. Technologically convenient way to clean.
Therefore, based on the development and accumulation of Mido and its parent company Aipu Group over the years, and at the same time combining Mido's future development direction and the brand gene of technological innovation, we integrated the power of China's excellent traditional culture into the brand, and used the traditional cultural matrix to Build future smart technology.
Therefore, we combine Chinese and Western culture (text) with an international perspective, and use a new digital form to show the meaning of brand breakthrough, development, and upward momentum, thus forming a new and unique super symbol of the Mido brand.
The symbol is a combination of the first letter M and the structural changes of Duo. The overall shape presents a sense of progression, implying that Miduo can have better development and future; the overall English LOGO design also continues the brand concept of digitalization, breakthrough, The gene of development combines the oblique and upward details of the graphic LOGO design with the glyph and stroke structure, thus forming a highly unified visualization of the logo concept, and the overall presentation is simple, digital, and electric.
Client
EUP Group
Category
Smart Home Cleaning Appliances
Service Content
Brand Strategy
Brand Design
Brand Marketing
Product Strategy
Brand Achievements
The new brand has completed system construction, and sales will reach 100 million yuan from May 2022 to December 30, 2022
Complete the first step of traditional B-end brand transformation
