PROJECT_TYPE
PROJECT NAME
DATE
ART_DRICOTER
DESIGNER
_电商设计
_谷维多轻减稻米油文描升级
_2023
_jaja/lili
_jaja/lili
本次项目围绕谷维多品牌“轻减”产品线，进行天猫期间店的文描系统规划，旨在通过精准的视觉语言与内容逻辑，提升消费者认知与购买转化。
聚焦30-44岁关注健康与心理状态的女性群体，针对“轻减”新品类认知不足的挑战，我们以“减法用油 轻盈生活”为核心主张，统一“减”的动作句式（不减美味、加法营养、更减油烟），将炒菜用油减量30%、谷维素含量提高30%、耐高温少油烟三大卖点转化为清晰可感知的视觉沟通语言，强化品类定位与生活方式传播。
This project develops a content and visual system for Guweiduo’s Tmall store, highlighting the “Light” product line to boost awareness and conversions.
Targeting health- and wellness-conscious women aged 30–44, the campaign centers on “Less Oil, Lighter Living.” A unified “reduction” message—less oil, no less flavor, more nutrition—translates key benefits (30% less cooking oil, 30% more oryzanol, high-heat, low smoke) into clear visual communication, reinforcing both category positioning and lifestyle appeal.