湘域
SHARING HunanCuisine
Brand Identity


Brand recognition framework of authentic Hunan Restaurant
以湘西文化、湘菜、传统符号整合成整个品牌的视觉元素,通过与logo基础图形的互动组合,展现出有层次感、生动的文化缩影。
湘 域
SHARING HunanCuisine
项目类型:品牌全案及品牌成长扶持
年份:2015至今
客户:湘域餐饮管理有限公司

Project Type:Integrated
Year:2018 
Client:Sharing Food Management Co.,Ltd.

地道湖南·家宴,凝结匠人的执着坚持与美食智慧为食客烹制正宗湘菜;百余道经典菜系精品,诠释传统美食精粹与都市饮食风尚的完美结合。

有家,有味
无论是珍馐美馔还是粗茶淡饭,有陪伴与相聚的食光,美味正在发生。 与家人、与朋友、更与湘域,认真地相遇。生活中每一个值得庆祝的日子,真切感受每一道美食都想要倾诉的温暖与爱。

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.

Part 1
品牌VI系统升级


作为一家命名为《湘域》的中国湘菜餐饮品牌,在设计上自然得与湘西文化及审美有相得益彰之处。通过深入湖南的案前考察,我们需将本土匠心与文化的审美意象提炼创作出古今韵味共存的设计语言。因此在品牌视觉的基础形创建之时,我们借以湖南古城中的一扇窗作为穿梭古今的入口;而文字部分的设计则融合湘西建筑的“飞檐”形态,整体构建还原出蕴含地域文化的品牌符号,给人更直观地联想到品牌的文化内涵。

完成了最核心的创作后,鉴于品牌推广在后期需有更多的设计应用,我们又接续创作出一系列辅助设计,结合了包括湖南传统美食且湘域招牌菜之一的“剁椒鱼头”、湖南省省花“荷花”、湘西文化中“神兽图腾”等元素组合成了整个品牌的视觉元素,通过与logo基础图形的互动组合,展现出有层次感、生动的文化缩影。


Part 2
品牌定位重塑 & SLOGAN升级


对品牌消费场景的实际调研,我们发现忠实客户常选择在此进行家庭型场景消费。从消费者对湘域的消费动机及品牌联想,我们洞察到品牌感知源于像家一般的亲切感与归宿感;亲情的其乐融融、友情的轻松愉悦在湘域都恰得起分。于是我们将品牌核心定位重塑为「家宴」,同时品牌slogan也从「都市湘菜典范」升级为「有家,有味」,去更亲切的建立品牌与“家庭聚会”的关联性及消费引导。


Part 1
Brand VI system upgrade
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".
黄插画更改
蓝插画更改
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4 Fold Brochure Mockup
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ANNND DESIGN OFFICE
Chongqing
重庆市江北区观音桥龙湖新壹街2栋1701

CHONGQING
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©️ ANNND DESIGN OFFICE(2020)