Ben Su Príomh-Fheidhm Aitheantas Branda Bialainne by Chao Feng

Ben Su Príomh-Fheidhm Aitheantas Branda Bialainne by Chao Feng is a highly esteemed winner of the very prestigious 2021 Duais Umha A' Design Award in Dealbhadh Grafaigean, Dealbh-mhìneachaidh agus Conaltradh Lèirsinneach Competition Category.

UmhaGrafaig· 2021

Ben Su Príomh-Fheidhm Aitheantas Branda Bialainne

by Chao Feng

Client: MET Creative Brand

Duais Umha A' Design Award Winner in Grafaig Category

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Colors

The Design

About Ben Su Príomh-Fheidhm Aitheantas Branda Bialainne

Téacs an Leabhair: Is aitheantas branda é Ben Su a cruthaíodh do bhialann éisc sauerkraut. Tá an t-aitheantas bunaithe ar phríomhthréith an táirge, is é sin sauerkraut oidhreachta cultúrtha doláimhsithe, atá lámhdhéanta agus picilte ar feadh 280 lá gan leasaithigh. Léiríonn an príomhphóstaer na buntáistí táirge seo i bhfoirm amhairc dhíreach, ag baint úsáide as cuair bhoga agus codarsnacht dhaite láidir chun ard-inaitheantacht a bhaint amach. Clúdaíonn an bhialann 260 méadar cearnach agus áirítear léi limistéar taispeántais sauerkraut ag an mbealach isteach. Ceanglaíonn radhairc agus fearais an t-aitheantas amhairc leis an spás inmheánach.

The Recognition

About the Duais Umha A' Design Award

Tha Ben Su Príomh-Fheidhm Aitheantas Branda Bialainne air Duais Umha A' Design Award a bhuannachadh, aithneachadh gu math urramach a bheirear do dhealbhaidhean sònraichte a tha air an comharrachadh le cruthachalachd, innleachd agus geurchuis. Tha buannaichean Umha nan obraichean gu math sgileil agus gu sònraichte cruthachail a dhearbhas eòlas farsaing, mac-meanmna agus tapachd an luchd-dealbhaidh. Thathar an dùil gum bi Ben Su Príomh-Fheidhm Aitheantas Branda Bialainne na nì air a bheil mòran meas, ion-mholta agus gràdhach, a tha gu sònraichte proifeiseanta agus ùr-ghnàthach. Tha an dealbhadh seo a bhuannaich Duais Umha A' Design Award a' cur nan cleachdaidhean as fheàrr ann an ealain, saidheans, dealbhadh agus teicneolas an gnìomh, agus tha e sàr-mhath airson an aire do mhion-fhiosrachadh. Bidh Ben Su Príomh-Fheidhm Aitheantas Branda Bialainne a' sàsachadh fheumalachdan gu h-iongantach, a' suathadh ri miannan, a' tàladh faireachdainnean agus a' togail fiosrachd.

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.