THE SHARK RESTAURANT
 鲨鱼餐厅

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让每个纪念日都有仪式感。
Make every anniversary with a sense of ceremony. 



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:鲨鱼餐厅
项目时间:2017至今


Service: Brand strategy  / Brand identity / 
Brand value rebuilding / Brand promotion and communication
Client: The Shark Restaurant
Date: 2017-present

Part 1 :品牌策略
鲨鱼餐厅的历史登场因拥有全亚洲最长的一体可视亚克力海水鱼缸、中国首个也是唯一一个拥有大型鲨鱼的会籍制高端会所而一炮走红;但仅以“新鲜感”作为吸引消费者的主要品牌因子,总会因市场层出不穷的选择和更新的“爆点”被替代。因此品牌面临未来发展路线规划课题,ANNND共和受品牌委托,对其进行综合诊断。
Part 1: brand strategy
The Shark Restaurant 's history was made famous by having the longest integrated visible acrylic aquariums in Asia, also the first and only high-end membership club in China with large sharks. However, only use "freshness" as the main brand factor to attract consumers will always be replaced by new "Point" and update market. Therefore, the brand is facing the issue of future development, ANNND is entrusted by the brand to make comprehensive diagnosis.

随着对品牌的消费人群以及消费场景的研究深入,我们提出以“纪念日”作为USP去切入和细分新的市场;将情感消费、氛围消费以及最基础的产品消费做到高匹配度,我们希望餐厅的升级为消费者带来的是一场纪念日式的体验感。
With the in-depth research on the brand consumer groups and consumption scenes, we propose to use "anniversary" as USP to enter and refine the new market. The emotional consumption, atmosphere consumption and the most basic consumption to achieve a high matching degree, we hope that the upgrade of the restaurant is a commemoration day experience for consumers.

Part 2:品牌视觉识别系统升级
在品牌形象的呈现上,我们依旧选择了最具代表性及消费者认知基础的“鲨鱼”作为全新创作时的基础元素,以手绘的方式将形象抽象化,营造出恰如其分的法式餐厅的浪漫与精致。
Part 2: brand identity system upgrade
On the brand image presentation, we still choose "shark", which is the most representative and the consumer cognitive basis, as the basic element of the new creation. By freehand sketch to abstract image, create a proper French restaurant with romance and delicacy.

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