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  • 老娘舅品牌形象升級

    老娘舅是中國十大知名餐飲品牌,從成立至今不斷與時俱進,2017年對品牌進行了一次重新定位,將戰略目標由區域性品牌成為全國性的知名品牌。因此原本的品牌形象已經不適合現有的品牌定位。

    巴頓團隊深入解讀老娘舅新的品牌戰略,將品牌定位、核心價值及賣點概念通過品牌設計全面植入到顧客的心智中,解決了困擾老娘舅已久的品牌識別問題。

    • 客戶名稱 :    老娘舅
    • 服務內容 :    品牌設計、 VI設計、專賣店空間設計
    • 創作日期 :    2017-09-27

     

    建立視覺超級符號,打造“香稻好米飯”

    老娘舅以前建立了“去骨燒魚飯專家”的品牌定位,將品類聚焦到“去骨燒魚飯”。通過深入的研究調研,得出了更符合顧客價值的“香稻好米飯”定位,這是策略上突破,因此原本的標識不再能承載以上的價值。
    巴頓認為品牌的價值一定要能從第一視覺中感知到,這就是超級符號。
    特色符號——大米形象具有雙重含義:第一,大米寓意老娘舅所屬特色品類“香稻好米飯”;第二,大米凸顯老娘舅江南魚米之鄉的品牌文化支撐。
    新標識以老娘舅的中文名稱和大米形象為視覺元素,整體簡潔鮮明,識別度高。中文字體的設計上中正穩重,展現了老娘舅扎實厚重的企業實力。
    新標識運用的黃黑色調鮮明醒目,更易被受眾識別與記憶。另一方面,商務化與江南風的巧妙結合,使標識在整體風格上達到平衡,更具有包容性。同時將品牌定位“長三角中式快餐領導品牌”與特色品類“香稻好米飯”得到了更直觀更充分的體現。

     

     

    重新拾取丟失的品牌資產,將老娘舅經典形象植入到產品系列中
    企業經常在品牌升級中丟失到他們可貴的品牌資產,巴頓在品牌診斷時發現,老娘舅原本經典的人物形象在顧客的認知度非常高,但在升級中卻丟失了,我們覺得有品牌資產的建立非常不易,但原本的形象又無法適合當今時代的審美,如何處理?我們將其巧妙地植入到產品系列中,并用插畫方式將表現時尚化。

     


     

    通過設計讓品牌時尚起來
    老娘舅是一個老品牌,巴頓認為老品牌不能“倚老賣老”,應該順應時代的潮流,讓品牌年輕化,讓更多的人授受這個時尚的傳統品牌。

     

     

    Design: Paton Brand   |   老娘舅中式快餐專賣店設計

     

     

    門頭的設計上,我們大膽的采用了下掛式LOGO的設計,新穎獨特,底板材質選用灰色防水涂料,簡單易得,便于復制,黃色的LOGO在深灰色底板的襯托下,更加顯眼醒目。


     

    在前臺側面的墻壁上,我們植入了VI畫面內容,作為點餐時候的第二視覺落點,向客人傳遞強烈的品牌文化內容。

    在隔斷的設計上,我們提取了LOGO的“米粒”元素,加以標準色的運用,呈現出獨特的具有中式江南風格的設計創意。

     

     

    洗手臺的鏡子由LOGO變形而來,強勢的品牌植入,為空間帶來獨特的自身屬性。

    在家具的設計上,我們提煉了中式“圈椅”的元素,簡化的“圈椅”體現中式文化的同時,也更具有現代感。

     

     

    本次老娘舅的空間形象升級,我們回歸了“江南”這個設計原點,通過整合江南的元素,重塑空間風格。

    在地磚的選用上,我們精心選擇了最能代表江南特色的青石板,兩種尺寸青石板的鋪貼,豐富了地面內容,也劃分了功能區域。


     

    老娘舅品牌升級,冰山下的花絮   |   Paton Brand

     

     

    老娘舅品牌升級前形象


     

     

     

    延伸閱讀:

     

    餐飲必讀系列一 你所認為的竅門全是人家背后的真功夫  ?

     

    -

     

     

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