CONTEXT

「天猫V榜」是以阿里平台所属用户消费行为数据为基础，并由天猫官方认证的“品质生活购物指南”，降低消费决策成本，让选择更简单。诞生于2019年5月，每月发布5到10个新品类V榜，每张榜单包括10到20个明星上榜单品。

天猫V榜的评选分为商品入围、发榜公示、按月更新三个流程，整个评选过程遵循了“大数据分析”和“以消费者为中心”的原则。由天猫大数据根据商品销量、商品好评指数以及店铺运营指数等几十个数据指标确定上榜商品并按月公示。

Tmall V-List is based on the consumption behavior data of Alibaba user platform, and is officially certified by Tmall as a “quality life guide”.  It intends to reduce the cost of consumer decisions and thus help them make choices simpler. Born in May 2019, it announces 5 to 10 new category each month, each list includes 10 to 20 top products.

Tmall V-List announces the shortlisted product, publishes the lists, updates the lists on a monthly basis. The entire consumer-centric selection process is based on the Alibaba approach of big data. More specifically, Tmall Big Data evaluates products on the list based on dozens of data indicators, such as product sales, product rating index and store operation index, etc.

STRATEGY

「天猫V榜」年度单品100 由77个分散的独立榜单组成，我们希望通过不同的生活场景将这些独立榜单中的产品关联起来，模拟用户在这些场景中的产品使用体验。此次榜单设计希望保留「天猫V榜」权威性的同时给体现品牌的实用性和增加用户信任度。

利用产品的使用空间将100个产品分成五大类：客厅｜卧室｜厨房｜书房｜卫生间，再通过五个不同的颜色，在「天猫V榜」黑金视觉体系的基础上做板块视觉区分。

在「天猫V榜」的视觉体系之上，我们通过“卡牌”作为一个主要的视觉的元素来丰富这份榜单的趣味性的同时也暗示了入选的单品都是同品类商品中的“王牌”。我们同时创造了以重复排列V字母的图案样式来丰富版面上的视觉层次。

Tmall V-List Annual Top 100 Products is made up of 77 separate lists, and we hope to bring the enlisted products to life through different scenarios. The products in these independent scenarios collaborate with each other to simulate the user’s experience of using these products in corresponding scenarios. The design of the list aims to retain the authority of the “Tmall V-List” while reflecting the practicality of the Tmall brand and increasing customer loyalty.

The 100 products are divided into five categories/scenarios: Living Room/Bedroom/Kitchen/Study/Bathroom, and then each of the five is paired with one color, thus the visual distinction is made on the basis of the existing Tmall V-List black gold visual system.

On top of that, we use “card” as a main visual element to add some playfulness to the design of the catalog. It is fun and implies that the selected items are “aces” in their category. We also created a pattern of repeating V’s as an additional graphic layer to pair with the “cards”.

DELIVERABLES

CREATIVE AND ART DIRECTION /

BRAND IDENTITY / VISUAL SYSTEM /

GRAPHIC DESIGN /

PUBLISHING ASSISTANCE /

Special Thanks: 静子Jane

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