Hunan Cuisine condensed the perseverance of the craftsmen and gourmet wisdom to cook authentic Hunan cuisine. There are more than a hundred of classic cuisines interpret the perfect combination of traditional gourmet essence and urban eating style.
As a brand of Chinese Hunan cuisine named "Xiangyu", its design naturally complements the Western Hunan culture and aesthetics. Through in-depth investigation before the case in Hunan, we need to refine the aesthetic image of local ingenuity and culture to create a design language with the coexistence of ancient and modern charm. Therefore, when building the basic form of brand vision, we use a window in the ancient city of Hunan as the entrance to shuttle between ancient and modern times; while the design of the text part integrates the "cornice" form of Western Hunan architecture, constructs and restores the brand symbol containing regional culture as a whole, and reminds people of the cultural connotation of the brand more directly. After finishing the most core creation, in view of the need for more design and application in the later stage of brand promotion, we continue to create a series of auxiliary designs, combining the elements such as "minjiao fish head", Hunan Flower "Lotus" and "beast totem" in Western Hunan culture, which include traditional Hunan cuisine and one of the signboard dishes in Hunan Province, to form the visual elements of the whole brand, through the combination with logo base The interactive combination of basic figures shows a vivid cultural miniature with a sense of hierarchy.
Part 2 Brand positioning reshape & slogan upgrade Based on the investigation of brand consumption scenarios, we find that loyal customers often choose to consume in family scenarios. From consumers' Consumption Motivation and brand association to Xiangyu, we can see that brand perception originates from the sense of amiability and homecoming like home; the joy of family and friendship can be divided in Xiangyu. So we reshape the core positioning of the brand as "family feast". At the same time, the brand slogan has also been upgraded from "model of urban Hunan cuisine" to "have a home, have a taste", to more cordially establish the relevance and consumption guidance between the brand and "family party".