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MOBIGARDEN工DEOPROJECTARCADIAMobi Garden Brand DebriefContent01消费者洞察概述02产业定位03牧高笛品牌定位04品牌新视觉系统05品牌沟通原则06品牌沟通框架01消费者洞察【人们与自然的关系Consumer Insight People's relationship with nature3周时间，3场露营，24位受访者3 weeks,3 camping trips,24 interviewees小脚上海林木上海Clae上海王厂长晰杭州王捷凉K阳上海林客E江婷婷大理界道户外好者端用密宁外弹文达人计标平物慰人户外夏滩动者民孩批美学素青湘表文车户E道性A票嫩3网Micho忘星辰&阿树大理一木兴家墙宁波蛋包上海les/巴探小造大理松孩发好者南魔联孩共香户外十苏州阳ckd峡妇上海Ma上海Kelvin上海u由混哥华A白nl上海GooGaal大理青青8张权大理狂野年腰事者肉音9期市寸两口孩排才白酸速用户n年o级t灰C平省发表枣车灰奶吸装备元两教可连哀州因行吉百人消费者洞察Consumer Insights从调研中，我们总结出了5个关键洞察，来探讨人们与大自然的关系和需求。Throughout our research,we have identified 5 key insightson people's relationship with nature and their underlying needs0102030405大自然让人们得到大自然让人们大自然激发人们体验大自然，人们期待的自然，是自我疗愈，重获能量。容易建立没有功利的与生俱来的好奇心和是平衡现代生活的为人设计的，经过筛深度关系。创造力。调剂。选和优化的。Nature allows peopleNature can breakNature inspiresExperiencing thePeople aspire for ato be healed andconventional socialpeople's inherentnature is a relief tonature that is designedregain energynormscuriosity and creativitybalance modern lifefor human beings,filtered and optimized消费者洞察Consumer Insights现代的都市生活，给人们带来越来越大的焦虑和压力.机械而紧张的生活；复杂而功利的社会关系：缺乏深度联结的孤独.…Modern city life is bringing increasing anxiety and stress to people...The repetitive and stressful life:The complex and utilitarian social relations:The loneliness due to a lack of deep connection with others...