SHARING | 湘  域


从味觉到视觉的“有家,有味”。

From taste to vision,"Homey and tasty."

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服务内容:品牌策划、品牌价值重塑、品牌形象识别、品牌推广及传播
客户信息:湘域
项目时间:2016至今


Services: Brand Planning、Brand Value Reconstruction、Brand Identity、Brand Promotion And Communication
ClientSHARING
Date: 2016-present

Part 1.
品牌视觉识别系统升级 
Brand Visual Identity System Upgrade

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。

As a Chinese Hunan catering brand named "SHARING", The design is in harmony with the western Hunan culture and aesthetics. Through in-depth investigation in Hunan, we need to extract the aesthetic images of local ingenuity and culture to create a design language with the coexistence of ancient and modern charm. Therefore, when the basic form of brand vision is created, we use a window in the ancient city of Hunan as the entrance to shuttle from modern to ancient;The design of the text part is integrated with the "cornices" form of the buildings in western Hunan, and the whole construction restores the brand symbol containing regional culture, letting people more intuitively associate with the cultural connotation of the brand.

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。

After finished the core of creation, in view of the brand promotion in the later need more design applications, we have succeeded to create a series of aided design, combined with traditional Hunan cuisine including "chilli fish head",  Hunan flower "lotus", western Hunan culture element such as " mythical creatures totem" combination has become the brand of visual elements, based graphic interactive combination with logo, have more layering and vivid cultural microcosm.

Part 2.
品牌价值重塑&SLOGAN升级 
Brand Visual Rebuilding & Slogan Upgrade

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其分。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。

Based on the actual investigation of brand consumption scene, we found that loyal customers often choose to consume with family. From consumers' consumption motivation and brand association of SHARING, we can see that brand perception originates from the homey and sense of belonging; The joys of family affection and the ease and joy of friendship are just the same in SHARING. Therefore, we rebrand the core positioning of the brand as "family feast". Meanwhile, the brand slogan is also upgraded from "model of urban Hunan cuisine" to "homey and tasty", so as to establish a more cordial relationship between the brand and "family party" and guide consumption.

df2dc2a02198ded9b6f37d9724c156f0
| 古   窗   Chinese Garden window |

窗是中式建筑的灵魂,湖南古城的一窗一墙画就千百年的繁华街市,营造出独具东方特色的民情风俗

67f2339c222c8382ebeb6aaebf907c5d
|  飞   檐   The eaves of Jiangxi  |

飞檐为中国特有的建筑结构。诗韵十足的飞檐,乃古建筑屋宇上不可多得的点睛之笔。
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