设计师 Chao Feng 的作品 Ben Su 餐厅品牌形象设计荣获了极具声望的 2021 A' Design Award 铜奖，竞赛类别为平面、插画与视觉传达设计。

铜平面· 2021

Ben Su 餐厅品牌形象设计

设计师： Chao Feng

客户: MET Creative Brand

平面类别A' Design Award 铜奖获奖者

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色彩

设计作品

关于 Ben Su 餐厅品牌形象设计

本塑(Ben Su)是为一家酸菜鱼餐厅打造的品牌形象。该形象以核心产品特色——非物质文化遗产酸菜为基础,采用纯手工制作、腌制280天、不添加防腐剂的工艺。主视觉海报以直观的视觉形式呈现这些产品优势,运用柔和的曲线与强烈的色彩对比,达成高辨识度。餐厅面积达260平方米,入口处设有酸菜陈列区。场景与道具将视觉识别系统与室内空间有机相连。

荣誉认可

关于A' Design Award 铜奖

Ben Su 餐厅品牌形象设计是 A' Design Award 铜奖得主，这是授予以创造力、独创性和敏锐见长的杰出设计的极具声望的认可。铜奖得主是技艺娴熟、创意惊人的作品，印证了其设计师丰富的经验、想象力与机智。预计Ben Su 餐厅品牌形象设计将成为一件备受推崇、令人钦佩且被珍爱的物品，兼具显著的专业性与创新性。这件赢得 A' Design Award 铜奖的设计融入艺术、科学、设计和技术领域的最佳实践，并因注重细节而出类拔萃。Ben Su 餐厅品牌形象设计出色地满足需求，触动渴望，迷住情感，并吸引好奇心。

设计幕后

媒体资料包

由设计师提供的致谢、团队成员及技术详情。

独特属性: In the part of brand differentiation positioning, the designers extracted the core advantages of "intangible cultural heritage sauerkraut", which was rich in 1 billion probiotics, handmade pickled for 280 days, without adding any preservatives and other issues that consumers are very concerned about. Through the main poster image, the brand advantages are conveyed to consumers, giving the evidence chain of product advantages.
尺寸与包装: The project covers a total of 260 square meters.
标签: Visual Identity, Commercial, Restaurant, Modern, Fashion, IP, Sauerkraut Fish
生产技术: Through the construction of scenes and props, the whole restaurant integrates the artistic sense and commercial functions into the space of Bensu. A sauerkraut display area is set up at the entrance, and through an artistic presentation, the brand's greatest features are fully presented to consumers before entering the restaurant.
设计挑战: How to combine and express the historical sense with modern design language is an important challenge for designers in this project. In the brand image exploration stage, they tried to refine the regional cultural characteristics behind the product.
研究: Bensu Sauerkraut Fish is a brand of sauerkraut fish with strong product resource advantages and unique taste. The designers have combed the brand's success genes for more than ten years, and extracted the most competitive core differentiation of the brand: "Centennial intangible cultural heritage sauerkraut". Based on this advantage, they put forward the core product slogan: "Centennial intangible cultural heritage sauerkraut, originated in 1902".
灵感: The designers want to build Bensu into a brand that is more eye-catching, recognizable, and able to differentiate itself from other sauerkraut fish brands. They put forward the differentiated positioning of the brand, starting from the product taste characteristics of sauerkraut fish, hoping that consumers will have a clear memory and taste stimulation when they see the brand image.
项目周期: The project started in December 2019 in Taicang and finished in March 2020 in Taicang.
操作流程: Due to the old brand image, the overall development of the enterprise is weak and can not win the love and recognition of young consumers. Therefore, in order to seek differentiation and maintain brand vitality, Bensu has carried out a systematic brand upgrade to meet the current industry and market trend, hoping to occupy the market and consumer cognition through the brand when the categories tend to be similar.
专利: Copyrights belong to Pushui Zhang, 2020.
团队成员: Chao Feng
Youjia Gu
Yuchen Wang
Yuerong Liao
Yun Liu
图片版权: Image #1: Photographer Pushui Zhang, Ben Su, 2020.
Image #2: Photographer Pushui Zhang, Ben Su, 2020.
Image #3: Photographer Pushui Zhang, Ben Su, 2020.
Image #4: Photographer Pushui Zhang, Ben Su, 2020.
Image #5: Photographer Pushui Zhang, Ben Su, 2020.