How We Revamped a Local Service Brand: From Pain Points to Visual Identity

Preface

Before discussing brand operations, it is essential to understand what a brand truly is. A brand is more than a logo; it can be a symbol, a color palette, or even a sound. For example, the capital "M" of McDonald’s instantly signals the brand, as does its distinctive jingle.

The "到家精选" service aims to make home services as convenient as online shopping, using big‑data to match demand and simplify daily chores. As a mass‑market service, brand communication and reputation are crucial, prompting a recent comprehensive upgrade of its visual expression and strategy.

Design Pain Points

After reviewing all brand touchpoints, we identified the following issues:

Generic, unremarkable design lacking continuity.

Inconsistent quality across assets.

These insights led us to set clear improvement goals: differentiate the design from the 58 Yellow Pages business, establish a distinct self‑owned brand, stand out from competitors, and adopt cutting‑edge design methods to raise overall quality.

Implementation Details

The redesign is organized into three pillars: color, shape, and IP.

Color

Color captures user attention and heavily influences purchase decisions. We defined the product as a “new concept of healthy living,” selecting a primary palette of "home green" paired with "selected gold"—vibrant yet premium. This palette is applied consistently across product interfaces and marketing materials to reinforce brand memory.

Shape

We visualized belonging and joy through evolving graphic forms. While the green hue works well for brand promotion, it can dampen the festive atmosphere of sales pages; therefore, we rely on distinctive shapes that inherit the brand’s philosophy, offering both calm and passionate visual cues.

IP

We introduced brand IP characters with three primary objectives:

Establish emotional connections to boost trust and brand affinity.

Ensure consistent brand transmission by standardizing character proportions and style.

Improve design efficiency through reusable component libraries.

Three character archetypes were created—cleaning, moving, and repair personnel—reflecting core service roles and adding a human touch to the brand.

Final Summary

The brand enhancement project has already delivered measurable progress, creating richer brand assets that lay a solid foundation for future scaling. Ongoing challenges include deeper integration of brand design with market operations, improving brand communication efficiency, and translating design investment into traffic and revenue. The design team will continue aligning business objectives with visual goals, rolling out the new brand system step‑by‑step using a "point‑line‑surface" strategy to elevate brand perception and accelerate overall business growth.