LUOLAI LAURUS

Luolai Home Textiles, a well-known brand in China's home textile industry, has built strong brand recognition among established consumer groups through classic bedding collections. To develop a new growth track, the group established a sub-brand focused on the wedding market, named LUOLAI LAURUS. However, in its initial phase, LUOLAI LAURUS covered product categories ranging from low-priced slippers to high-end bridal bouquets, resulting in unfocused brand positioning and a fragmented visual language. The brand was unable to form a cohesive and valuable brand core.
In response to this, the Jike team conducted a comprehensive brand repositioning of LUOLAI LAURUS from a strategic perspective. Within the context of traditional Chinese culture, a wedding is not merely a ceremony but an important component of traditional rites, carrying the deep connotations of family continuity and cultural reproduction.
Based on this cultural foundation, the team elevated LUOLAI LAURUS from a single wedding products brand to a cultural carrier of intergenerational heritage and Chinese wedding rites. The core brand value was defined as "inheriting cultural lineage and continuing family order."
Adopting "Chinese Bride" as the central perspective, the team identified five key relationships the bride navigates during a wedding: family elders, the couple themselves, the bride's self, guests and friends, and future descendants. Based on this framework, clear product series were developed. Drawing from traditional cultural elements, exclusive cultural totems (visual symbols) were customized for each series, each endowed with auspicious meanings aligned with wedding traditions. The phoenix totem of the Heritage Rite series symbolizes family prosperity; the koi fish pattern of the Marriage Formation series represents abundance for the new family; and the tiger motif of the New Life series conveys wishes for the safety and well-being of future offspring.
Through this process, all product categories under LUOLAI LAURUS were repositioned. The previous disorderly product line was fundamentally restructured. From market positioning to product architecture, and through the full implementation of VI, PI, and SI visual systems, the Jike team successfully transformed LUOLAI LAURUS from a scattered product collection into a high-end wedding customization brand with deep Chinese wedding cultural connotations and rich, positive symbolism.

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