Ben Su Kev Tsim Npe Rau Khw Noj Mov by Chao Feng

Ben Su Kev Tsim Npe Rau Khw Noj Mov by Chao Feng is a highly esteemed winner of the very prestigious 2021 A' Design Award Tooj in Tsim Duab Kos, Duab Piav thiab Kev Sib Txuas Lus Pom Competition Category.

ToojDuab Kos· 2021

Ben Su Kev Tsim Npe Rau Khw Noj Mov

by Chao Feng

Client: MET Creative Brand

A' Design Award Tooj Winner in Duab Kos Category

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Verified Award Winner

Verify Award Status for #120278

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Colors

The Design

About Ben Su Kev Tsim Npe Rau Khw Noj Mov

Ben Su yog ib qho brand identity tsim los rau ib lub khw noj mov muag ntses nrog zaub qaub. Qhov identity no yog tsim raws li qhov tseem ceeb ntawm khoom noj, uas yog zaub qaub raug xa los ntawm txoj kev ua lag luam ntawm keeb kwm kab lis kev cai (intangible cultural heritage), ua tes thiab qaub tau 280 hnub yam tsis siv tshuaj khaws khoom. Daim poster tseem ceeb qhia cov qhab nia zoo ntawm khoom noj no nyob rau hauv daim duab ncaj qha, siv cov kab nkhaus mos thiab cov xim sib txawv heev kom yooj yim pom thiab nco tau. Lub khw noj mov muaj 260 metres square, thiab muaj ib cheeb tsam qhia zaub qaub nyob ntawm qhov rooj nkag. Cov duab thiab khoom siv sib txuas qhov identity nrog lub tsev sab hauv kom sib xws zoo.

The Recognition

About the A' Design Award Tooj

Ben Su Kev Tsim Npe Rau Khw Noj Mov yog tus yeej ntawm A' Design Award Tooj, ib qho kev lees paub muaj meej mom heev uas muab rau cov qauv tsim tshwj xeeb uas txawv los ntawm kev tsim tshiab, kev txawj tsim thiab kev ntse. Cov neeg yeej Tooj yog cov khoom muaj txuj ci heev thiab tsim tshiab heev uas ua pov thawj txog kev paub ntau, kev xav thiab kev txawj ua ntawm cov kws tsim qauv. Ben Su Kev Tsim Npe Rau Khw Noj Mov xav tias yuav yog ib qho khoom uas neeg hwm, qhuas thiab hlub, uas tshaj lij heev thiab tsim tshiab. Cov qauv tsim yeej A' Design Award Tooj no siv cov kev coj ua zoo tshaj plaws ntawm kev kos duab, kev tshawb fawb, kev tsim qauv thiab thev naus laus zis thiab zoo heev vim nws saib xyuas cov ntsiab lus. Ben Su Kev Tsim Npe Rau Khw Noj Mov ua tau raws li cov kev xav tau zoo kawg, kov cov kev xav, ntxias cov kev xav thiab txhawb kev xav paub.

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.