Ben Su レストランのブランドアイデンティティ by Chao Feng is a highly esteemed winner of the very prestigious 2021 A' Design Award 銅賞 in グラフィックス・イラストレーション・ビジュアルコミュニケーションデザイン Competition Category.

銅グラフィック· 2021

Ben Su レストランのブランドアイデンティティ

by Chao Feng

Client: MET Creative Brand

A' Design Award 銅賞 Winner in グラフィック Category

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Verify Award Status for #120278

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Colors

The Design

About Ben Su レストランのブランドアイデンティティ

「Ben Su」は、サワークラウトフィッシュ（酸菜魚）専門レストランのために制作されたブランドアイデンティティです。無形文化遺産である酸菜を、保存料を使わず手作りで280日間漬け込むという中核的な商品特性を基盤に構築されています。メインポスターは、こうした商品の優位性を直接的なビジュアル表現で提示し、やわらかな曲線と強いコントラストの配色によって高い視認性と識別性を実現しました。店舗面積は260平方メートルで、入口には酸菜の展示エリアを設けています。シーン演出や小道具が、ビジュアルアイデンティティと内部空間とを結びつけています。

The Recognition

About the A' Design Award 銅賞

Ben Su レストランのブランドアイデンティティは、創造性、独創性、鋭い洞察力で際立つ傑出したデザインに授与される、高い権威をもつ評価である A' Design Award 銅賞の受賞作品です。銅賞の受賞作品は、十分に巧みで印象的なほど創造的な工芸品であり、デザイナーの豊富な経験、想像力、機知を裏づけています。Ben Su レストランのブランドアイデンティティは、高く評価され、称賛され、愛される品であり、顕著にプロフェッショナルで革新的であることが期待されます。この A' Design Award 銅賞を受賞したデザインは、芸術・科学・デザイン・技術のベストプラクティスを取り入れており、細部への配慮に優れています。Ben Su レストランのブランドアイデンティティは、ニーズを見事に満たし、欲求に触れ、感情を魅了し、好奇心を引きつけます。

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.