Ben Su Restaurant by Chao Feng |
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| DESIGN DETAILS | |||||
| DESIGN NAME: Ben Su PRIMARY FUNCTION: Restaurant INSPIRATION: 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. UNIQUE PROPERTIES / PROJECT DESCRIPTION: 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. OPERATION / FLOW / INTERACTION: 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. PROJECT DURATION AND LOCATION: The project started in December 2019 in Taicang and finished in March 2020 in Taicang. FITS BEST INTO CATEGORY: Graphics, Illustration and Visual Communication Design |
PRODUCTION / REALIZATION TECHNOLOGY: 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. SPECIFICATIONS / TECHNICAL PROPERTIES: The project covers a total of 260 square meters. TAGS: Visual Identity, Commercial, Restaurant, Modern, Fashion, IP, Sauerkraut Fish RESEARCH ABSTRACT: 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". CHALLENGE: 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. ADDED DATE: 2021-02-25 03:24:38 TEAM MEMBERS (5) : Chao Feng , Youjia Gu, Yuchen Wang, Yuerong Liao and Yun Liu IMAGE CREDITS: 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. PATENTS/COPYRIGHTS: Copyrights belong to Pushui Zhang, 2020. |
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NAME: MET Creative Brand PROFILE: MET Creative Brand is a professional restaurant design company. Since its establishment in 2011, it has been committed to chain restaurant brand planning and space design. At present, it has served more than 300 well-known catering brands and helped more than 1,200 restaurants to achieve landing. MET Creative Brand's vision is to create a beautiful and profitable restaurant. There are currently more than 120 professional designers, all of whom have rich experience in catering design, and have a complete and mature operation system for catering business distribution, market positioning, cost control and brand design. |
| AWARD DETAILS | |
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Ben Su Restaurant by Chao Feng is Winner in Graphics, Illustration and Visual Communication Design Category, 2020 - 2021.· Press Members: Login or Register to request an exclusive interview with Chao Feng. · Click here to register inorder to view the profile and other works by Chao Feng. |
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