Ben Su የምግብ ቤት የምርት መለያ ማንነት by Chao Feng is a highly esteemed winner of the very prestigious 2021 A' Design Award የነሐስ ሽልማት in የግራፊክስ፣ ሥዕላዊ መግለጫ እና ምስላዊ ግንኙነት ዲዛይን Competition Category.
ነሐስግራፊክ· 2021
Ben Su የምግብ ቤት የምርት መለያ ማንነት
by Chao Feng
Client: MET Creative Brand
A' Design Award የነሐስ ሽልማት Winner in ግራፊክ Category
Verified Award Winner
Verify Award Status for #120278The Design
About Ben Su የምግብ ቤት የምርት መለያ ማንነት
ቤን ሱ ለሳወርክራውት ዓሳ ምግብ ቤት የተሰራ የብራንድ መለያ ማንነት ነው። ይህ መለያ ማንነት የተገነባው ያለ ምንም መከላከያ ኬሚካል ለ280 ቀናት በእጅ ተሰርቶ በጨው የተከሸነውን የማይዳሰስ ባህላዊ ቅርስ የሆነውን የሳወርክራውት ዋና የምርት ባህሪ መሰረት በማድረግ ነው። ዋናው ፖስተር እነዚህን የምርት ጥቅሞች ለስላሳ ጠምዛዛ ቅርጾችን እና ኃይለኛ የቀለም ንፅፅርን በመጠቀም ከፍተኛ መለያነት ባለው ቀጥተኛ የእይታ መልክ ያቀርባል። ምግብ ቤቱ 260 ካሬ ሜትር ስፋት ያለው ሲሆን በመግቢያው ላይ የሳወርክራውት ማሳያ ቦታን ያካትታል። ትዕይንቶች እና መገልገያ እቃዎች የእይታ መለያ ማንነትን ከውስጣዊ ስፍራው ጋር ያገናኛሉ።
The Recognition
About the A' Design Award የነሐስ ሽልማት
Ben Su የምግብ ቤት የምርት መለያ ማንነት የA' Design Award የነሐስ ሽልማት አሸናፊ ነው፤ ይህም በፈጠራ፣ በብልሃት እና በአስተዋይነት ለሚታወቁ ድንቅ ዲዛይኖች የሚሰጥ እጅግ ከፍተኛ ክብር ያለው እውቅና ነው። የነሐስ አሸናፊዎች የዲዛይነሮቻቸውን ሰፊ ልምድ፣ ምናብ እና ብልሃት የሚያረጋግጡ እጅግ ችሎታ የተሞላባቸው እና በሚያስደንቅ ሁኔታ ፈጠራ ያላቸው ሥራዎች ናቸው። Ben Su የምግብ ቤት የምርት መለያ ማንነት ከፍ ያለ ግምት የሚሰጠው፣ የሚደነቅና የሚወደድ፣ እጅግ ሙያዊና ፈጠራ የተሞላበት ነገር እንደሚሆን ይጠበቃል። ይህ የA' Design Award የነሐስ ሽልማትን ያሸነፈ ዲዛይን በኪነ ጥበብ፣ በሳይንስ፣ በዲዛይን እና በቴክኖሎጂ ምርጥ ልምዶችን ያካትታል፤ ለዝርዝርም በሚሰጠው ትኩረት ምርጥ ነው። Ben Su የምግብ ቤት የምርት መለያ ማንነት ፍላጎቶችን በግሩም ሁኔታ ያረካል፣ ምኞቶችን ይነካል፣ ስሜቶችን ይማርካል እንዲሁም የማወቅ ጉጉትን ይስባል።
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- In the part of brand differentiation positioning, the designers extracted the core advantages of "intangible cultural heritage sauerkraut", which was rich in 1 billion probiotics, handmade pickled for 280 days, without adding any preservatives and other issues that consumers are very concerned about. Through the main poster image, the brand advantages are conveyed to consumers, giving the evidence chain of product advantages.
- Dimensions & Packaging
- The project covers a total of 260 square meters.
- Tags
- Visual Identity, Commercial, Restaurant, Modern, Fashion, IP, Sauerkraut Fish
- Production Technology
- Through the construction of scenes and props, the whole restaurant integrates the artistic sense and commercial functions into the space of Bensu. A sauerkraut display area is set up at the entrance, and through an artistic presentation, the brand's greatest features are fully presented to consumers before entering the restaurant.
- Design Challenge
- How to combine and express the historical sense with modern design language is an important challenge for designers in this project. In the brand image exploration stage, they tried to refine the regional cultural characteristics behind the product.
- Research
- Bensu Sauerkraut Fish is a brand of sauerkraut fish with strong product resource advantages and unique taste. The designers have combed the brand's success genes for more than ten years, and extracted the most competitive core differentiation of the brand: "Centennial intangible cultural heritage sauerkraut". Based on this advantage, they put forward the core product slogan: "Centennial intangible cultural heritage sauerkraut, originated in 1902".
- Inspiration
- The designers want to build Bensu into a brand that is more eye-catching, recognizable, and able to differentiate itself from other sauerkraut fish brands. They put forward the differentiated positioning of the brand, starting from the product taste characteristics of sauerkraut fish, hoping that consumers will have a clear memory and taste stimulation when they see the brand image.
- Project Duration
- The project started in December 2019 in Taicang and finished in March 2020 in Taicang.
- Operation Flow
- Due to the old brand image, the overall development of the enterprise is weak and can not win the love and recognition of young consumers. Therefore, in order to seek differentiation and maintain brand vitality, Bensu has carried out a systematic brand upgrade to meet the current industry and market trend, hoping to occupy the market and consumer cognition through the brand when the categories tend to be similar.
- Patents
- Copyrights belong to Pushui Zhang, 2020.
- Team Members
- Chao Feng
Youjia Gu
Yuchen Wang
Yuerong Liao
Yun Liu - Image Credits
- Image #1: Photographer Pushui Zhang, Ben Su, 2020.
Image #2: Photographer Pushui Zhang, Ben Su, 2020.
Image #3: Photographer Pushui Zhang, Ben Su, 2020.
Image #4: Photographer Pushui Zhang, Ben Su, 2020.
Image #5: Photographer Pushui Zhang, Ben Su, 2020.
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