作品简述
媽媽&明陽 MAMA&MIA 親子樂園成立於 2018年，是國內首家以親子互動為核心的兒童室內遊樂品牌。MAMA&MIA運營團隊在親子教育、兒童樂園行業已有十餘年行業經 驗，團隊曾操盤知名品牌——日本世嘉兒童樂園(SEGA JOYPOLIS)。在惠州和珠海已落地2家MAMA&MIA親子樂園，2021年計劃將在全國落地10+家MAMA&MIA親子樂園。
用户价值
從品牌認知度、體驗感、安全性、親和力及科技感等各維度，每一個樂園品牌都各有千秋，但我們發現：
- 幾乎所有品牌整體設計均傾向於「兒童」單一視角
- 樂園體驗均側重在單一園內感受
我們希望創造一個考慮所有參與者之間互動體驗、擁有豐富園內外延展的樂園品牌。
讓兒童樂園的本質回歸父母和孩子之間的關系和互動，在父母與孩子生活中起到實際的正面影響，從【親子關係】重新定義樂園的新體驗。
商业表现
在品牌構建上，初期一直圍繞如何打造樂園超級IP，從眾多樂園品牌中突圍，將我們所倡導的新親子關係輻射到父母與孩子生活中去，用統一的形象、一致的品牌體驗貫穿始終，慢慢成為父母與孩子生活中陪伴成長的角色。
品牌的IP化能將品牌滲透到受眾生活多場景中去，將實體地點綁定的限制，轉化為跨場景多觸點的機會。
社会影响
打破兒童樂園固有的印象，將父母溜娃的場地轉變為親子關係促進的場所。
促進父母與孩子情感上的交流和互動，在過程中增進親子關係的親密度，讓孩子從場地項目體驗中獲得綜合素質的提升。樂園裡構建的家長群，也進一步提升父母之間交流溝通和分享。
团队组织
媽媽&明陽親子樂園
整體品牌服務方：一莊野製
服务內容：
商業模式梳理、前期品牌調研、品牌命名、品牌形象構建、IP形象塑造、樂園空間設計及體驗設計、游具藝術指導、店面物料設計及執行
參與人員：
項目總負責人：莊熹思
主創：莊熹思、曹雪飛、楊海、高成晟
設計：胡志坤、黎曉青、樊鵬濤、黎錦欣、鄭曉婷
流程方法
媽媽&明陽親子樂園是一個完整的0-1品牌孵化整合項目。
從品牌戰略切入鎖定差異化定位，梳理品牌靈魂核心，用以指導對內對外的理念指導書，
在確定品牌戰略之後，執行全方位的品牌建設，從核心形象到空間、產品等體驗，均遵照在品牌戰略中確定的核心標準和理念，為最終品牌傳播階段，殺入市場競爭時奠定夯實基礎。
最重要的是，過程中結合創始人的風格和市場反饋迅速迭代，靈活校准，全面賦能兩間園的快速落地，使品牌得以「野蠻生長，不斷進化」。
项目投入
從立項到設計交付，耗時8個月
品牌整合投入：160萬人民幣
單店落地投入：280萬人民幣
达成情况
旗艦店：惠州市惠陽區東御大廈1層 面積:1000m² 開業時間:2018年1月
珠海店：珠海市香洲區優特匯廣場3層 面積:760m² 開業時間:2020年10月
Project Description
Founded in 2018, mama&mia sunny land is one of the first kids land focusing on parent-child interactions. Lead members of mama&mia have operated well-known brands across the category, such as SEGA JOYPOLIS, enjoying over decades of related experiences. Currently running 3 SEGA JOYPOLIS kids land in Guangzhou, Zhuhai and Jiangmen, and 2 mama&mia sunnyland of their own in Huizhou & Zhuhai; projecting an expansion to over 10 presences in 2021 nationwide.
User Value
We’ve run an assessment on kids land in China covering dimensions of brand awareness, experiences, security, intimacy and level of technological interactions, with all respective pros & cons for all kidslands, we’ve found that:
all brands tend to lean towards ‘singular perspective’ of kids only
all brands tend to focus on in-land experiences
We would like to setup a brand that consider all participants (including parents & children) and focus on interactions between them, with an extension in real life outside the kidsland.
Getting back to the basics of parent-child relationship and interactions, empowering them for a positive influence in real life both inside and outside kidsland, re-defining a whole new parent-child relationship.
Business Performance
Business values in this case come from the foundation and integration of IP, with an aim to embed our philosophy of new parent-child relationship into brand experiences. Moving away from physical presence restrain of offline store, to brand characters living in real life.
Social Impact
Disrupting stereotype of kids land, for kids to play only, to a place where a new relationship of parent-children interactions are empowered.
Team Structure
Wild power creations acting as the lead brand services provider and integrator for mama&mia sunnyland.
Business model consulting, brand research, naming, image setup, iP design, spacial design, experiences design, a device for playing game, in-land promotional materials design & execution
Head of the project：Zhuang xisi
Creator： Zhuang xisi ，Cao xuefei，Yang hai，Gao chengsheng
Designer：Hu zhikun，Li xiaoqing，Pan pengtao，Li jinxin，Zheng xiaoting
Flow
As a typical case of startup brand from zero to 1.
We’ve entered with the priority to define at strategic level to lock its USP at both business & brand level. Defining a brand guide to cover both internal product/ experience design to external communications.
With this guide, we’ve fully fleshed out brand image eco-system design echoing our central belief of ‘new parent-child relationship’, from logo, space design to communication assets design, we’ve developed a solid foundation for the brand to compete in the market.
Most importantly, throughout the process, we’ve highly considered the style of its founder, combining personal and brand DNA to a integrated presentation to consumers.
Project Investment
8 months from kickoff to delivery
The total design investment is 1.6million RMB
Invest RMB 2.8 million for each store
Project Achievements
Flagship store: 1st floor, Dongyu Building, Huiyang District, Huizhou City area :1000m Opening time: January 2018
Zhuhai Store: Floor 3 of Youteui Plaza, Xiangzhou District, Zhuhai City area :760m Opening date: October 2020
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